If you own a small business, you will likely invest money, energy and time into marketing and branding that business. Do not get blindsided by failing to protect your name and brand by federally registering your trademark. If you do not do the research to determine whether there is another business with the same or similar name that is selling the same goods or providing the same services that already has filed for trademark protection, your business could be the subject of a cease-and-desist letter. That is a risk you should not take. You have worked hard, invested time and money and do not want to get involved in a dispute over whether you can continue to do business under your name. Such a dispute is costly, stressful and time-consuming. Certainly, you do not want to end up having to re-brand your business.
Alternately, without proper trademark protection, you may not be able to stop a competing business from using your name in another state, or take advantage of available take-down notices on websites, such as Amazon, and social media sites.
The best advice is to consult a trademark attorney at the initial stages of your business regarding the formation and name of your business in order to avoid further costs and stress down the road so that you can confidently grow a successful business.