Protecting your trademark can pay dividends. Not only is it a valuable property asset, but it’s also your brand and your reputation. The reputation you’ve established is associated with these different brand elements: your name, logo, and tagline. It is also the reason why people buy from you. It’s important to take steps to protect these crucial company assets. With trademarks, there are many legal requirements, strict time deadlines, and the filing fees are not refunded by the United States Patent and Trademark Office (USPTO) if you mess up. That’s why you should use an attorney. An attorney will do the research to make sure the mark isn't already taken, ensure the filing gets accepted by the Office and provide sound legal advice throughout the entire process.