Intellectual PropertyTrademark
When to Trademark Your Brand
Choosing when to trademark your brand is a timing decision with real financial consequences, and most founders get it wrong by waiting too long. This article explains why trademark priority generally goes to the first user or filer, how an intent-to-use application lets you stake a nationwide claim before you have a single sale, and why a clearance search before you commit to a name can save you a six-figure rebrand. It covers the distinctiveness spectrum, common-law versus federal rights, the constructive-use date that anchors federal priority, the six-month Paris Convention priority window for international filings, the Madrid Protocol, bad-faith squatting in first-to-file markets, and realistic budgets at each stage of growth. It closes with a practical sequencing plan for startups, a candid look at DIY versus hiring counsel, a worked example, an FAQ, and links to related guides. The throughline: in trademarks, early and deliberate beats fast and sloppy, every time.