Brands are probably the most valuable assets that companies own. This is true for both large companies and startups.
Each of the 10 most valuable brands in the world is worth billions of dollars. Compare these brand values with the market value of the companies owning the brands and the power of brands is obvious.
Trademarks are one of the main components of a brand. A trademark is a brand name, slogan, or logo. It can also be a sound, a color, or even a smell. Pretty much anything can be a trademark as long as it identifies the source of goods and services and distinguishes them from the goods and services of others.
The best way to protect your trademark is with a federal trademark registration. Before pursuing federal trademark protection, however, you should run a free trademark search on the U.S. Patent and Trademark Office (USPTO) database to identify obvious conflicts with pre-existing trademarks owned by someone else.