There’s a lot of confusion out there about what a trademark really covers. Spoiler: It’s more than just a name—but it’s also not a catch-all shield for your entire business.

If you’re a business owner using a name, logo, or slogan in commerce, understanding what your trademark protects (and what it doesn’t) could save you a lot of time, money, and legal stress.

What a Trademark Does Protect

A federally registered trademark gives you exclusive rights to use a specific name, logo, phrase, or design in connection with your goods or services. This includes:

• Your brand name (if it’s distinctive enough)
• Your logo (if it’s unique and not built from generic elements)
• Your tagline or slogan (e.g., “Just Do It” or “Because You’re Worth It”)
• Product or service names (yes, you can trademark course names, merch lines, and more)

With a trademark, you can:

• Stop competitors from using similar names or designs
• Build legal leverage for brand protection or licensing deals
• Strengthen the value of your brand as a business asset

What a Trademark Doesn’t Protect

Here’s where people get tripped up. A trademark does not:

• Protect your entire business or business model
• Protect your idea (that’s patent or trade secret territory)
• Automatically protect your content (you’ll need copyright law for that)
• Give you rights across all industries (trademarks are registered by class)

So yes, someone else can use your trademarked name for a completely unrelated type of business—and legally, that’s fine. But if they operate in your same industry or cause confusion in the market? That’s infringement.

The Bottom Line

A trademark is one of the most powerful tools you have to protect your brand’s identity—but it’s not magic. It works best when combined with:

• A clear brand strategy
• Custom contracts
• Copyright protections for your original content
• A strong business foundation (like an LLC)

Final Word from The Nest

Trademarks don’t protect everything. But they do protect the most recognizable parts of your brand. If you’re building a business you plan to grow, sell, or scale, securing your trademark is not optional—it’s essential.

Not sure what parts of your brand can be protected? Book a trademark consult with our team at canaryandhedge.com.