The trade name identifies the company while a trademark distinguishes and identifies the source of the goods or services. In this topic, you'll learn: Characteristics that make a good business name.Why business names must be registered with the state. Start using your name as a trademark, and put the â„¢ symbol after it in every prominent place you use it. Registration creates an asset that can be sold or licensed or used as collateral and makes your business more valuable. The check must be made payable to the Department of State. Start using your name as a trademark, and put the â„¢ symbol after it in every prominent place you use it. We can conduct a search to identify if your business name and logo are unique. A trademark typically protects brand names and logos used on goods and services. Making a copy of such material may be subject to copyright or trademark laws.