Why I Trademarked My e-Commerce Brand Name: A Solopreneur’s Guide to Protecting Your Business
Discover why trademarking your eCommerce business name is crucial for long-term success. Learn about the costs, process, and benefits of trademark registration from my first-hand experience as an eCommerce store owner. Gain valuable insights on protecting your brand and increasing your online store's value through this essential legal step.
— In This Article —
What is a Trademark? What protections does it offer?
A few years into my eCommerce business, I decided it was the right time to protect my brand identity. I had proof of concept, a growing business, and had just completed rebranding to my new brand name of Welljourn with the help of a brand naming consultant. It was time to put a layer of protection in place with a trademark.
A trademark is a unique symbol, word, or phrase that distinguishes your products or services from others in the marketplace. It offers legal protection for your brand, preventing others from using similar marks that might confuse customers.
By registering my trademark, I gained exclusive rights to use it nationwide for the goods and services listed in my registration. This means I can take legal action against anyone who tries to use a similar mark, giving me peace of mind and control over my brand's reputation.
Protecting My Asset And The Long-Term Value Of My Business
My eCommerce venture isn't just a fleeting project – it's a long-term investment in my future. I've poured countless hours, resources, and passion into building this business. Trademarking my business name was a crucial step in safeguarding all that hard work.
With a registered trademark, I've created a valuable asset that can grow with my business. It not only protects me from potential copycats but also adds credibility to my brand. As I expand my product offerings in the future or if I ever decide to sell the business having a trademark in place will be invaluable.
How much did I pay for my Trademark and how long did it take?
The total investment for my trademark registration came to a few thousand dollars, covering both filing fees and legal assistance. While this might seem like a significant amount for a small business, I found the investment and resulting peace of mind completely worth it.
The filing fees from the USPTO ranges between $225 and $400 per class of goods and services. My lawyer charged an hourly rate, but provided a fair estimate upfront. For my relatively straightforward application (a standard character mark consisting solely of words), the legal work took about 3-5 hours.
The entire process, from initial filing to registration, can take several months. However, the protection begins from the date of filing, giving me immediate benefits.
How hard was the filing process?
Thanks to my expert lawyer, the filing process was surprisingly straightforward. I needed to provide some key information:
1. The owner of the mark (either myself as an individual or my business entity)
2. The date of first use anywhere
3. The date of first use in commerce
I also had to submit a "specimen" showing how I use the mark in commerce. In my case, this was a PDF of screenshots from my website including my brand name.
My lawyer guided me through each step, explaining the nuances of trademark law and ensuring all documentation was correct. While I could have attempted the process alone, having professional assistance made it much less stressful and increased my chances of a successful registration.
A Trademark Adds Value
Beyond the legal protections, I've found that having a registered trademark adds significant value to my business. It's a mark of legitimacy that sets me apart from competitors. Moreover, as my business grows, having a trademark will make it easier to expand into new markets, attract investors, or even sell the business if I choose to do so in the future. It's an intangible asset that contributes to the overall value of my company.
Investing In My Business and Future
From the early stages of my business, I recognized the importance of professional expertise. I invested in a brand naming expert to help create a memorable and marketable name. I worked with a market research consultant to understand my target audience better. I have a bookkeeper and accountant to help me navigate finances and self-employment finances. I’ve hired a Google Ads agency to boost my online presence. Hiring professionals to do what they do best is something I have committed to every step of the way in this business.
As many of us have experienced, I have made many mistakes the hard way and by changing my mindset to seeing the value in investing in the right experts I’ve made more progress than I ever could have gotten on my own. I call this your Circle of Influence.
Given these investments in building my brand, trademarking my business name was a natural next step. It aligns with my long-term vision for the business and protects the brand identity I've worked so hard to establish.
While trademarking my business name required an upfront investment of time and money, I see it as a crucial step in securing the future of my eCommerce venture. The legal protection, added value, and peace of mind it provides make it an investment I'd make again in a heartbeat.
Your Next Steps
If you need help finding the right lawyer to help you decide if Trademarking your business is the right choice for your eCommerce business, contact me for an introduction to my legal experts.
I have a network of experienced, vetted, and trusted experts I can refer you to including legal professionals, product photographers, Shopify designers, Klaviyo experts, Facebook and Google Ads experts, and more.