Episode Summary

In this episode of Inherently Distinctive, Mark Goodman, a Nevada-based intellectual property attorney, explains the key differences between trademarking a business name, a logo, or both—and why understanding this distinction is crucial for protecting your brand identity.

Mark breaks down what each type of trademark covers, how they protect your business in different ways, and the order of priority when you’re limited on resources. He also discusses how design elements, color, and slogans can impact your protection strategy, and shares practical examples from well-known brands like Nike, Starbucks, and UPS.

If you’ve ever wondered whether to file a trademark for your name, your logo, or both, this episode gives you a clear roadmap to make a smart legal decision that fits your business goals.

Key Timestamps

00:00 – The difference between trademarking a business name and a logo
02:30 – Why combining both in one filing can weaken your protection
04:00 – How to prioritize: name first, logo second, slogan third
06:00 – When a logo might be more valuable than a name
08:00 – The impact of design and color on trademark strength
10:00 – Choosing between color and black-and-white filings
13:00 – How famous brands use color as part of their trademark strategy
15:00 – When and why to trademark slogans or catchphrases
17:00 – Timing your filings when rebranding or launching new products
20:00 – Common mistakes when filing the wrong type of application
21:00 – Building a “trademark wall” to protect your brand over time

About the Show Inherently Distinctive features Mark Goodman, a Nevada intellectual property attorney helping entrepreneurs, founders, and creators protect what makes their brands unique. Each episode offers practical legal insight on trademarks, copyrights, and brand strategy, empowering business owners to secure their ideas and grow with confidence.