Trademarking your brand identity is a statement of dedication to your established brand, and it does not have to be a tagline or logo. Examples of famous brands’ trademarks include the Nike swoosh, Tiffany & Co.’s Tiffany Blue, and TOMS’ “One For One®” messaging. Unique elements that identify your brand can be registered as your trademark.
How do you register a trademark?
It’s surprisingly affordable to obtain a trademark registration, costing only a few hundred dollars to register with the United States Patent and Trademark Office. The cost will go up if you utilize legal services or advisors to facilitate the process, however the United States Patent and Trademark Office website has helpful videos under Trademark Basics that you might wish to view for more information.
There are different symbols used for different types of trademarks. Here are the common examples, with definitions from https://en.wikipedia.org/wiki/Trademark:
• ™ (the "trademark symbol", which is the letters "TM" in superscript, for an unregistered trademark, a mark used to promote or brand goods)
• ℠ (which is the letters "SM" in superscript, for an unregistered service mark, a mark used to promote or brand services)
• ® (the letter "R" surrounded by a circle, for a registered trademark)
If you want to move forward with claiming your brand and registering a trademark, you will need to do so through the United States Patent and Trademark Office.
Unlike copyrights, trademarks do not expire, and there are many examples of long-standing trademarks in existence and active use today. Mercedes was first registered in 1900, and Pepsi in 1896. The identity you trademark will remain registered as long as you choose to keep renewing your registration.