Do I need a trademark before I launch?

Can you use your brand without registering it?

Yes. In the US you can use TM for goods or SM for services without applying; ® is only for registered marks. Registering gives you nationwide rights.^[1]

What should you do before launch?

1. Check your name against trademark registers and every platform you need.
2. Claim your .com and handles.
3. File in your main market, then use the Madrid System for others if you need them.

The UK office publishes applications as soon as you file, so someone could buy your brand's domain. That's why names come first.^{[2, 3]}

What does filing cost, and how long does it take?

One class costs $350 in the US, €850 in the EU and £205 in the UK. A UK decision takes about 3 to 4 months if there are no issues.

Sources ^{[2, 4, 5, 6]}