Trademark Dos and Don’ts: What Experienced Trademark Lawyers Want You to Know First

Thinking of protecting your business name or logo? Many business owners think they can handle it on their own—and end up making expensive mistakes. That’s why talking to a trademark attorney near you or a team of Denver trademark experts is one of the smartest steps you can take.

This blog will help guide you through what to do (and not do) when filing a trademark—and why having a lawyer on your side matters more than ever.

The Trademark Do’s and Don’ts: How Trademark Attorneys Handle It Better

1. Do: Let a Lawyer Run a Proper Trademark Search

Before picking a brand name or logo, it’s crucial to check if it’s already taken. You need a full search—USPTO, common law, social media, and domains. Even similar names can land you in legal trouble.

A trademark lawyer can run a thorough check and help you avoid lawsuits or costly rebrands

Don’t: Skip the search or do a quick DIY check. Most trademark disputes happen because someone didn’t do a thorough search.

2. Do: Get Legal Advice on Classification

Choosing the right class affects your fees, too. Here’s how costs work:

“According to the trademark database, the trademark application fee is $350 per class of goods or services.” (Source)

A trademark lawyer will help you choose the correct class (or multiple classes). They keep descriptions clear to explain the business so your trademark gets approved.

Don’t: Guess the class or use vague terms. It could cost you extra—and give you weak protection.

3. Do: Let an Attorney File Your Application

Filing a trademark sounds easy—but many applications get rejected because of small errors or missing documents.

A trademark lawyer will:

• Make sure your ownership info and dates are accurate.

• Attach strong proof of use (like product photos, labels, or invoices).

• Handle USPTO communication and fix issues if something goes wrong.

Don’t: File alone if you’re unsure. Even one mistake can delay or derail your registration. 4. Do: Register and Renew With Legal Help

Once approved, your trademark gives you legal rights across the U.S. It gives power to sue brand infringers. Then, you get the ability to use the ® symbol. But here’s what many people forget: the maintenance fee.

“You must renew your trademark every 10 years. It costs $650 per class—$1,300 if you filed in two.” (Source)

A lawyer keeps track of deadlines, sends reminders, and handles the paperwork—so you never miss a renewal.

Don’t: Wait until the last minute or try to do it alone. Missing deadlines can cost you your trademark rights entirely.

5. Do: Ask Your Attorney to Monitor and Enforce It

Trademark protection doesn’t end once you register. A trademark attorney can monitor for similar new filings, send cease-and-desist letters, and take legal action when necessary.

Don’t: Assume your trademark is safe forever. Active protection is key.

Why Legal Help Matters More Than Ever

Business is booming—and so is the competition. In 2023, trademark filings hit 11.6 million. Despite a slight dip, long-term growth remains strong, especially in tech, healthcare, fashion, and education.

(Source: WIPO)

One wrong step—like the wrong name or class—can cost you big. Work with a Denver trademark expert or a trademark attorney near you to file it right and protect your brand from the start.

Final Word: Don’t Do It Alone—Let Denver Trademark Experts Help

Your brand is too valuable to risk on a DIY trademark mistake. That’s where Alcoba Law’s trademark lawyers come in. Their Denver trademark experts know how to protect your brand the right way—from your first search to filing, renewals, and enforcement.

Book your free strategy call now with Alcoba Law—secure your brand the smart way!