06/04/2026
Your brand name is not protected just because you thought of it first.
In the US, trademark rights go to whoever files first — not whoever came up with the idea first. That means someone could see your brand, file before you, and legally block you from using the name you built.
Common law rights exist, but they only cover you where you've actually done business. Federal registration gives you nationwide protection.
That's where Intent to Use comes in. An ITU application lets you file before you even launch. It locks in your filing date, which becomes your priority date. Anyone who files after you is behind you in line.
You don't have to be open for business. You just have to have a real, good faith plan to use your mark.
Don't wait until you launch to protect your name.
Book a trademark strategy call. Link in bio.