Something in my start-a-business research (book, article, workshop, etc.) told me that trademarking my business name was necessary.
In those pre-Internet days there was only one way to research data, and that was at the library.
I sat in a chair for at least one hour accessing files on a now-antiquated system trying to find evidence that someone had already trademarked the business name I wanted.
The result? The name was free and clear for me to trademark with or without an attorney. I chose the latter.
There were minor errors in my application, but trademark representatives alerted me to the problems, and months later I had my trademark name.
Today, it seems that grabbing domain names in dot com, dot net, and dot anything else is more critical to business longevity than a trademark, but isn’t protecting your brand name through a trademark just as critical as protecting it through your online identity?
Securing a domain name costs less than the price of trademarking. However, registering your business name with the U.S. Patent and Trademark Office or whatever government entity controls a similar system in your country may help in several ways.
*Higher and stronger value when selling the business
*Easier ability for your attorney to protect your brand
Chapter 8 of the Marketing Strategies book explains more about trademarks and patents.
Depending on the vision you have for your brand, you may find a trademark to be a necessary complement to owning a domain name.