Most applications follow the same path. Search the register first, including for similar names, then decide what to protect and in which classes of goods and services. The application is filed with the UK Intellectual Property Office and examined, then published for two months so others can object. If nothing objects, registration usually follows in around four months.

Companies House and the trademark register are separate systems. Registering a company stops another company incorporating under the identical name, but it does not stop anyone trading under that name and gives nothing to enforce with. A trademark protects the brand itself in the categories registered, and it is an asset that can be sold, licensed or valued when the business is sold.