How to Trademark a Pet Brand

The pet industry is booming—and so is the competition. Whether you’re launching organic dog treats, stylish cat collars, or a new grooming product line, protecting your brand is essential. One of the smartest ways to do that? Trademark your pet brand.

A trademark safeguards your brand name, logo, and product identity from copycats, giving your business a solid edge in a crowded market. In this post, we’ll break down why trademarking matters, what you can protect, how to do it right, and which pitfalls to avoid.

Why a Trademark Matters for Your Pet Brand

The pet industry covers everything from food and toys to grooming services, pet fashion, and wellness products—and it’s growing fast. That growth brings huge opportunities, but also big risks. Without trademark protection, another business could legally use a name or logo confusingly similar to yours.

Here’s why securing a trademark is a must for pet brands:

Protect what makes your brand unique – including your name, logo, slogan, and packaging.
Build customer trust – consumers are more likely to buy from brands that look professional and protected.
Stay competitive – a registered trademark gives you exclusive rights to your brand in the U.S.
Protect your online presence — a trademark helps guard your brand name on websites, social media, and online marketplaces, stopping others from using it to confuse customers.
Increase brand value — a registered trademark adds value to your business, making it more attractive to investors, partners, or buyers down the road.

Whether you’re starting a pet treat business, building a pet supply brand, or launching a boutique grooming line, trademarking early helps lock in long-term success.

What Can Be Trademarked in the Pet Industry?

More than you might think. If it identifies your brand in the marketplace, it’s likely eligible for trademark protection. This includes:

Business or product names (e.g., WhiskerWonders for pet treats)
Logos and symbols (e.g., a paw print logo with your brand’s initials)
Slogans or taglines (e.g., “Treats Tailored with Love”)
Product packaging or unique designs, also known as trade dress

Even individual product names—like a line of toys or a specific treat flavor—can and often should be protected. All of these elements are valuable assets, just like your business name.

Steps to Trademark a Pet Brand

Trademarking isn’t just about filling out a form—it’s a process. Done right, it ensures your brand is protected and set up for long-term growth.

1. Conduct a Comprehensive Trademark Search

Before you file, you must make sure your brand name—or anything confusingly similar—isn’t already in use. A comprehensive trademark search goes well beyond Google. It helps uncover potential conflicts and greatly increases your chances of successful registration.

What does it include?

Federal Trademark Search: Reviews registered and pending trademarks with the USPTO
State Trademark Search: Identifies trademarks registered only at the state level
Common Law Search: Finds unregistered trademarks in commercial use—think business listings, domain names, product pages. These rights are enforceable and can block your registration.
Search Criteria: Goes beyond exact matches to consider:
- Sound (e.g., “Fur Real” vs. “For Real”)
- Appearance (spelling, spacing, stylization)
- Meaning (different words with the same idea)
- Relatedness of goods/services – Are they used together? Do they serve the same customers? Compete in the same space? This includes pet treats vs. snacks, leashes vs. collars, or any items sold through similar channels.

The pet product industry is broad and highly interconnected, so your comprehensive search should reflect that complexity. Many products are marketed together, share shelf space, or are bought by the same consumers. That means a name used for pet supplements could potentially conflict with a similar name used for food, grooming products, or accessories.

A well-done search doesn’t just look at exact categories—it considers the entire ecosystem your brand will operate in. This helps you avoid conflicts that aren’t obvious at first glance but could derail your registration later.

A thorough search identifies risks early—before you spend money on branding, packaging, or promotion.

2. Determine the Correct Trademark Class

The USPTO sorts trademarks by “class,” which categorizes your goods or services.

Pet-related brands may fall under multiple classes, such as:

Class 31 – Pet food and treats
Class 5 – Veterinary and nutritional supplements
Class 18 – Leashes, collars, pet apparel
Class 28 – Pet toys
Class 14 – Pet jewelry
Class 20 – Pet beds and furniture
Class 21 – Dishes, bowls, and lick mats

Choosing the wrong class can delay or derail your application. It’s important to match your product with the right category from the start.

3. File Your Application with the USPTO

Once your search is clear and you’ve selected the right class, you’re ready to file with the USPTO.

There are two main filing types:

Use-Based Application – For businesses already selling their pet products. You’ll submit proof of current use (this is called a specimen in trademark-speak), such as product photos or a website screenshot.
Intent-to-Use Application – For businesses still prepping for launch. This reserves your trademark while you finalize production or marketing. You’ll submit proof of use later to complete the process.

Both options provide strong protection. For startups, filing early under intent-to-use is often the best move—it locks in your rights before you go public.

Common Mistakes to Avoid

Launching a pet business is exciting—but skipping steps in the trademark process can be costly. Avoid these common errors:

Using a name that’s too generic or descriptive (e.g., “Healthy Dog Treats”)
Relying only on domain or social media availability—these don’t check for trademark conflicts
Protecting just one element – Your logo, business name, and individual product names may each need separate coverage

Tips for Startups & New Pet Brands

Don’t wait until your brand is established to start thinking about protection.

File before you launch – Once you go public, someone else could grab your name.
Think long-term – Selling treats now but planning to expand into apparel later? Consider filing for broader protection now.

Ready to Trademark Your Pet Brand?

At TradeMark Express, we’ve helped thousands of entrepreneurs protect what matters most—their brands. We offer comprehensive trademark searches and USPTO application prep services tailored to small business owners, startups, and pet brands like yours.

Contact us today to start protecting your pet brand the right way—before someone else does.

DISCLAIMER: References to particular trademarks, service marks, products, services, companies, or organizations appearing on this page are for illustrative and educational purposes only and do not constitute or imply endorsement.

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Shannon Moore