By far, your remodeling business's most important brand asset is its name. After all, it’s your business name that clients see when they arrive at your office door and that they pass along when referring friends. But if you don’t have a federally registered trademark on your business name, you’re putting your business and your reputation at risk.

Don’t build your remodeling business on a shaky foundation. Here’s what remodeling firms need to know about why trademarks are so important, and how to go about the trademark process.

Trademark Registration Benefits You Today and Down the Road
Applying for and receiving federal trademark protection for your remodeling firm’s name will give you the best legal recourse if another remodeling firm (or a firm in a related industry, like construction or building supplies) were to open a firm that had the same or a confusingly similar name. Having a trademark on the federal register proves that you have the legal rights to a particular name, making it much easier for a court to find in your favor should the issue arise.

Obtaining a trademark for your business name today also protects you in the future. Because federal trademark registration covers your business name throughout the United States, your name will be covered nationally. Should you decide to expand your business to multiple locations or even sell your business, you can do so without the fear of potentially expensive and time-consuming hassles associated with having to re-brand or change your name.

Trademark Your Business Name Before Anything Else
Many small business owners make the mistake of thinking that they’ll kill two birds with one stone by first registering for trademark protection of their logo, because it includes their name. However, this is not as smart of a decision as it may initially seem.

The reality is that when you gain trademark protection on your logo, you receive protection on your business name as it appears within the graphic context of your logo—so if your trademark application includes your logo where your name XYZ REMODELING is written in a italics in 14-point brick red Helvetica font, you would have to always use that logo (with your name in italics in 14-point brick red Helvetica font) to maintain your federal trademark registration. As soon as you create a new logo—whether it happens in 3 months or 3 years—your federal registration would no longer apply and your firm name would likely lose the benefits of federal registration. For the broadest level of protection, work with your attorney to register your firm name first, then other brand elements.

After Registration, Monitor for Infringing Use
Once the United States Patent and Trademark Office has issued your registered trademark, you must ensure no other business is infringing on it. If you don’t, you can lose your exclusive rights to your trademark.

Working with your attorney, make sure that other remodeling firms, construction firms, and businesses with similar products/services aren’t using your same or a similar name. Follow your attorney’s guidance as to what action, if any, you need to take if you find evidence of infringement.

Protecting Your Brand and Your Reputation with a Trademark
A federally-registered trademark is an investment in your remodeling business’ branding and its long-term future. Avoid the common mistake of filing for the more limited trademark protection offered on logos, and obtain the broader protection offered to business names instead. After you obtain a federal trademark, work with your attorney to keep an eye out for others who may be infringing on your trademark brand name. By following these tips, you’ll be protecting the brand you’ve worked so hard to build.