Practical trademark guidance for founders and brand owners
Plain-language guides to the federal trademark process, written by a former USPTO Trademark Examining Attorney, organized by where you are today, not by legal jargon.
Most trademark problems are created early, before an application is ever filed, and most of them are avoidable with the right information at the right time. This library is organized around the questions founders and brand owners actually ask, from choosing a name to responding to a USPTO refusal to keeping a registration alive for decades.
These guides explain how the federal trademark system works. They are general educational information, not legal advice for your specific situation, and they do not replace an attorney-directed trademark clearance search or a review of your actual application. If you want that kind of specific guidance, book a free 15-minute fit call with John.
Decisions that are cheap to change before launch.
The earliest stage carries the least risk to fix. These resources cover what to check before you settle on a name, print packaging, or build a brand identity around it.
What Is a Trademark Class?
Understand goods versus services, why one mark can need several classes, and why a website alone does not require a Class 35 filing.
Learn about trademark classesTrademarking Before You Launch
What "intent to use" actually means, and what proof the USPTO eventually expects to see.
Read the articleDo I Need a Search Before Filing?
Why the USPTO’s own database search is not the same thing as a clearance opinion.
Read the articleGetting the application right the first time.
Ownership, filing basis, goods-and-services wording, and proof of use all affect whether an application moves forward smoothly or draws a refusal.
The Registration Process, Step by Step
Every stage from clearance search to registration, in the order the USPTO actually handles them.
See the full processHow Much Does It Cost?
Government fees, attorney fees, and the expenses that a low advertised price often does not include.
See the cost guideWhat Counts as a Specimen?
What the USPTO accepts as proof of use for goods, services, and software, and the mistakes that most often trigger a refusal.
See specimen requirementsWhat happens once your application is in the queue.
Filing is a milestone, not a finish line. Most applications receive at least one communication from the USPTO before registration, and understanding it quickly matters.
Received an Office Action?
What to do first, how to read the deadline, and when to bring in counsel.
See the Office Action guideWhat Is a Section 2(d) Refusal?
The most common substantive refusal, explained in plain language.
Read the articleAfter Publication: The Opposition Window
What the 30-day opposition period means and who can use it to challenge your application.
Read the articleA registration is not a one-time event.
Federal registrations require ongoing maintenance filings on a fixed schedule, and missing a deadline can cause a registration to be cancelled.
Renewals & Maintenance
The Section 8, Section 15, and Section 9 deadlines every registrant should track.
Learn moreTrademark Monitoring
Attorney-reviewed alerts for new applications and marketplace uses that may conflict with your registration.
Learn moreEnforcement & Disputes
What to do when someone else starts using a name that looks or sounds too close to yours.
Learn moreGuidance built around how your business uses its brand.
Amazon & E-Commerce
Clearing product and store names before launch and monitoring for copycat listings.
Learn moreSaaS & AI Startups
Clearing a company and product name before you build around it, and planning for sub-brands.
Learn moreCreators, Podcasts & Courses
Protecting the name your audience knows and understanding the single-work title limitation.
Learn moreThe five guides most people read first.
If you only have time for a few resources, these cover the questions that come up most often.
The Registration Process, Step by Step
Clearance through registration, in order, with realistic USPTO timing.
Read the guideHow Much Does a Trademark Application Cost?
Government fees, attorney fees, and worked cost examples.
Read the guideWhat Is a Trademark Class?
Goods versus services, and how many classes a mark actually needs.
Read the guideWhat Counts as an Acceptable Specimen?
What the USPTO accepts, and commonly rejects, as proof of use.
Read the guideWhat to Do After an Office Action
Deadlines, refusal types, and when to bring in counsel.
Read the guideThe First-Time Filer’s Checklist
A free 14-step checklist covering ownership, class, description, and specimen issues.
Get the checklistRead enough. Ready to talk about your name?
Tell John what you are building and where you are in the process. You will leave the call with a clear next step and a written flat-fee scope before any work begins.