Traders often assume that using a name for years gives them the right to it. Prior use does count, but proving it in a dispute is slow and expensive. A registered trademark gives you a presumption of ownership and a straightforward remedy against imitators.
Choosing what to file
A mark can be a word, a logo, or both together. Word marks are broader; logo marks protect a specific design. Identify the classes of goods or services you actually trade in, and consider the classes you plan to expand into.
The process in brief
A search establishes whether similar marks exist. The application is filed with the correct class and specimen. The registry examines it and may issue an examination report, which must be answered within the stipulated time. If accepted, the mark is advertised and, absent opposition, registered. Renewal is periodic and easy to forget — calendar it.