How to Register Your Brand Name for Trademark Protection in the UK

If you’re building a brand in the UK, not registering your name is like leaving your front door wide open. Someone else could legally use your logo, your slogan, even your exact business name - and you’d have zero legal ground to stop them. That’s not speculation. It happens every day. In 2024, over 12,000 trademark disputes were filed in the UK Intellectual Property Office (UKIPO), and nearly half involved businesses that never registered their names in the first place.

Why Trademark Registration Matters in the UK

A trademark isn’t just a logo or a fancy font. It’s your brand’s legal identity. Registering it gives you exclusive rights to use that name, logo, or slogan across the UK for the goods or services you offer. Without it, you’re relying on common law rights - which are weak, hard to prove, and only apply in the limited areas where you’ve already built a reputation.

Think about it: if you launch a coffee shop called “BrewHaven” in Manchester and someone else opens “BrewHaven” in London next month, they can legally do it - unless you’ve registered the name. Even if you were first, you can’t stop them. That’s not a hypothetical. In 2023, a small London-based skincare brand lost a rebranding battle because they didn’t register their name until after a competitor did.

Registration also lets you use the ® symbol, which signals to customers and competitors that you mean business. It’s a deterrent. It’s also required if you want to list your brand on Amazon UK, sell on Etsy, or license your name to a manufacturer.

What Can You Register as a Trademark?

Not everything counts. The UKIPO only protects distinctive identifiers. Here’s what works:

• Words - like “NakedJuice” or “ZippyBikes”
• Logos - graphic designs, symbols, or stylized fonts
• Colors - if used in a unique way (like Tiffany’s blue)
• Sounds - jingles or audio signatures (like the Intel chime)
• Shapes - product packaging or design (like the Coca-Cola bottle)
• Combination marks - words + logos together

What won’t work:

• Generic terms - “Coffee Shop” or “Phone Repair”
• Descriptive names - “FastDeliveryUK” or “BestTennisRackets”
• Offensive or misleading names
• Official symbols - flags, coats of arms, or government emblems

The key is distinctiveness. “Apple” works for computers. “FruitTech” wouldn’t. The more unique your name, the easier and cheaper it is to register.

Step-by-Step: How to Register Your Trademark in the UK

The process is straightforward if you know the steps. Here’s how to do it right:

1. Search for existing trademarks - Go to the UKIPO trademark search tool. Type in your name, logo, or slogan. Look for exact matches and similar ones in your industry. If you see “ZippyBikes” already registered for bicycles, you can’t use it - even if it’s spelled slightly differently.
2. Classify your goods or services - Trademarks are tied to specific categories. There are 45 classes. For example, clothing is Class 25, software is Class 9, and consulting services are Class 35. You must pick the right ones. Picking too few leaves gaps. Picking too many wastes money. If you sell handmade candles and offer online workshops, you’ll need Class 3 (cosmetics) and Class 41 (education).
3. Prepare your application - You’ll need: your name and address, a clear image of the mark, a list of classes, and a description of what you’re selling. You can apply online through the UKIPO website. The fee is £170 for one class, plus £50 for each extra class. If you apply by post, it’s £200 per class.
4. Submit and wait - Once submitted, UKIPO reviews your application within 10-14 days. They’ll check for conflicts, clarity, and compliance. If there’s an issue, they’ll send an “examination report.” You have 2 months to respond.
5. Publication and opposition - If approved, your trademark is published in the UK Trademarks Journal. Anyone who thinks it conflicts with their rights has 2 months to oppose it. If no one objects, you’re good.
6. Receive your certificate - If everything clears, you’ll get your registration certificate in 4-6 months. Your trademark lasts 10 years and can be renewed forever.

Common Mistakes That Cost Businesses

Most people think registering a company name at Companies House protects them. It doesn’t. You can have “MyBrand Ltd” registered as a company, but someone else can still trademark “MyBrand” as a product name.

Here are the top three mistakes:

• Waiting until you’re popular - You think, “I’ll register when I hit 10K customers.” By then, someone else may have snatched your name. Register early, even if you’re just starting.
• Using a name that’s too similar - “Café Zen” vs. “CafeZen” - the UKIPO considers these confusingly similar. Even small changes don’t help.
• Skipping the search - 60% of rejections come from existing trademarks. Don’t guess. Search.

Also, avoid names that include geographic terms like “London” or “Scottish” unless you’re actually based there. The UKIPO often rejects them as misleading.

How Much Does It Cost?

The official UKIPO fees are clear:

UK Trademark Registration Fees (2025)

Option	One Class	Each Additional Class
Online application	£170	£50
Paper application	£200	£50
Renewal (every 10 years)	£200	£50 per extra class

That’s it. No hidden fees. If you hire a solicitor or trademark agent, expect to pay £500-£1,200 on top. Most small businesses don’t need one - unless you’re facing opposition or have a complex mark.

What Happens After You Register?

Registration isn’t the finish line. You have to protect it.

• Use the ® symbol - Only after registration. Using it before is illegal.
• Monitor for infringement - Set up Google Alerts for your brand name. Check Amazon, Etsy, eBay. If someone’s using your name, send a cease-and-desist letter. You can do this yourself.
• Renew every 10 years - Set a calendar reminder. If you miss it, your trademark expires. No second chances.
• Keep using it - If you don’t use your trademark for 5+ years, someone else can apply to cancel it. Abandonment kills rights.

You can also extend protection to the EU, US, or other countries later through international systems like the Madrid Protocol - but that’s a separate process.

Can You Protect Your Brand Without Registration?

Technically, yes - but it’s risky. Common law rights, called “passing off,” let you sue if someone misleads customers into thinking they’re you. But you must prove:

• You have a reputation in the UK
• They’re causing confusion
• You’ve suffered financial damage

That’s expensive. You’ll need sales records, customer surveys, advertising receipts. Most small businesses can’t afford it. And even if you win, it takes years. Registration is faster, cheaper, and stronger.

When to Get Professional Help

You don’t need a lawyer to file. But you should consider one if:

• Your name is similar to an existing trademark
• You’re applying for a non-standard mark (sound, color, shape)
• You’re planning to expand internationally
• You’ve received an opposition notice

Look for a UK-registered trademark attorney. You can find them through the Chartered Institute of Trade Mark Attorneys (CITMA). Avoid firms that promise “guaranteed approval.” No one can guarantee that.

Final Thoughts

Registering your brand name in the UK is one of the smartest moves you can make as a business owner. It costs less than a new website. It takes less time than building your first product. And it protects everything you’ve built.

Don’t wait until you’re sued. Don’t wait until someone else takes your name. Do it now. Even if you’re just testing the market. Even if you’re solo. Your future self will thank you.