As a corporate attorney working with startups, one of the most common questions I hear is: "When should we trademark our name?" The answer is usually: earlier than you think. Your brand is one of your most valuable assets, and protecting it properly from day one can save you significant headaches (and legal fees) down the road. Let's walk through everything you need to know about U.S. trademarks, from what qualifies for protection to navigating the opposition process. What Is