Registering a trade mark can protect your business brand such as your business name or logo learn how to register a trade mark for your business benefits of a trade mark a trade mark protects a particular type of intellectual property ip it can be a unique symbol words sound number image or scent used to represent a business or its products once registered a trade mark is an . The first step in the trademark process is to make sure your name or mark fits the united states patent and trademark office uspto definition of strong the mark must have a non intuitive secondary meaning that represents your services or product and no one elses. A trademark differs from a basic trade or business name because it takes the next step in establishing brand recognition and awareness for your company trademarks legally protect you from other people using your names slogans or symbols for instance titles like coca cola and nike are trademarked as are their logos and straplines. Be sure that your product name is truly distinctive a good rule of thumb is to follow the uspto trademark strength conventions the more the product name describes the product itself the weaker the trademark is be aware of the requirements for the trademark application for your product