When starting a business, choosing the right name is critical to building brand recognition and establishing a strong reputation. However, it’s important to understand the differences between a trademark and a trade name to ensure that you’re taking the necessary steps to protect your brand.

What is Trademark vs. Trade Name?

Knowing the difference between a trademark and trade name can be confusing. A trade name is a name that a business uses to operate that is different from its legal name. It is also known as a fictitious name, assumed name, or “doing business as” (DBA) name. However, a trade name does not offer legal protection against other businesses using the same or similar name.

A trademark is usually a name, logo, or slogan that identifies and sets apart the product or service of one person or company from another. A trademark may also be referred to as a registered trademark if it has been legally registered with the U.S Patent and Trademark Office. To register a trade name, you must register your business with the state in which the business will operate. To use the mark legally, you must register it with the USPTO to receive legal protection from infringement of your mark by another person or company.

Benefits of Trade Names

 A trade name can offer several benefits to businesses, including brand recognition, legal compliance, flexibility, and cost-effectiveness.

  1. Brand recognition: A trade name can help to establish and promote a brand identity for a business. By choosing a unique and memorable name, a business can differentiate itself from its competitors and establish a strong reputation in the marketplace.
  2. Legal compliance: Many states require businesses to register a trade name in order to operate legally. A trade name is usually required if you aren’t going by the name you’ve registered for your business structure. Registering a trade name can ensure that a business is compliant with state and local laws and avoid potential legal issues down the road.
  3. Flexibility: A trade name can offer flexibility for businesses that operate under different names or brands. For example, a business may have several product lines or service offerings, each with its own trade name. This can allow the business to target different audiences and establish a unique brand identity for each product or service.
  4. Cost-effective: Registering a trade name is often less expensive than registering a trademark. While a trade name does not offer the same level of legal protection as a trademark, it can still help to establish and protect a brand identity for a business at a lower cost.

Benefits of a Registered Trademark

A registered trademark provides several benefits for a business that can help to protect and strengthen its brand. Here are some of the benefits of a registered trademark:

  1. Exclusive Rights: A registered trademark gives the owner the exclusive right to use the mark in connection with the goods or services covered by the registration. This means that no one else can use the same or similar mark in a way that is likely to cause confusion among consumers.
  2. Legal Protection: A registered trademark provides legal protection for the brand by giving the owner the ability to take legal action against anyone who infringes on the trademark rights. This can include suing for damages, seeking an injunction to stop the infringing activity, and requesting the destruction of infringing products.
  3. Brand Recognition: A registered trademark can help to establish and promote brand recognition for a business. Consumers are more likely to trust and purchase products or services from a business with a registered trademark, as it signifies a level of quality and authenticity.
  4. Deterrent to Competitors: A registered trademark can act as a deterrent to competitors who may be considering using a similar mark. The potential for legal action and the associated costs can discourage competitors from infringing on the trademark rights.
  5. Valuable Asset: A registered trademark is a valuable asset for a business and can be licensed or sold to other companies for a profit. It can also increase the overall value of the business and provide a competitive advantage in the marketplace.

All in all, trademarks are an invaluable resource that can give your business a competitive edge and help it to succeed in the long run.

What Could Happen When You Don’t Register a Trademark vs. a Trade Name?

Not registering a trademark or a trade name can leave a business vulnerable to several legal risks, including:

  1. Infringement by Competitors: Without a registered trademark, a business cannot prevent competitors from using the same or similar name or logo. This can lead to confusion among consumers and could damage the business’s reputation.
  2. Legal Disputes: A business that uses an unregistered trademark could be sued by another business that claims to have prior rights to the name or mark. This could result in costly legal fees and damages if the court finds in favor of the other business. Additionally, if you don’t register a trade name because you are not using the name registered with your business entity (LLC/corporation/partnership or your legal name), in FL it is a 2nd degree misdemeanor.
  3. Loss of Business Value: A business that does not register its trademark could lose value over time. If another business registers a similar or identical trademark, it could prevent the first business from expanding into new markets or attracting investors.
  4. Lack of Brand Protection: A business that does not register its trademark does not have the same level of legal protection against infringement or counterfeiting. This can lead to the loss of revenue and damage to the business’s reputation.
  5. Inability to Expand Globally: A business that does not register its trademark may not be able to expand into other countries where trademark registration is required for doing business. This could limit the growth potential of the business.

In summary, not registering a trademark or trade name can leave a business vulnerable to legal disputes, infringement by competitors, loss of business value, lack of brand protection, and the inability to expand globally. By registering a trademark or trade name, a business can protect its intellectual property, establish brand recognition, and gain a competitive advantage in the marketplace.

Do you need both trade name and trademark?

Whether a business needs a trade name and trademark depends on its goals and needs. A trade name is required by many states for legal and administrative purposes, and can help to establish a business’s brand identity. However, a trade name does not provide the same legal protection as a trademark.

A trademark provides exclusive rights to use the mark in connection with the goods or services covered by the registration, and offers legal protection against infringement by competitors. A registered trademark can also enhance the value of a business and provide a competitive advantage in the marketplace.

Ultimately, a business should consider its goals, budget, and level of risk tolerance when deciding whether to register a trade name and trademark. While a trade name may be sufficient for some businesses, others may benefit from the additional legal protection and brand recognition provided by a registered trademark.


Work with Wilson Murphy Law to register your trademark for federal protection.

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