Josh Gerben wrote an article for Security Sales & Integration aimed toward security professionals that discusses what they need to consider regarding trademarks. Here are some excerpts from the article:
“The reasoning behind [filing for your business name] is straightforward: Obtaining a trademark registration on your name gives you the broadest level of protection. Obtaining protection on other brand elements — like your logo for example, offers protection in a much narrower scope.”
“If [a competitior with the same name] choose not to change their name and you decide to sue them based on a theory of common law trademark infringement, trying to prove your rights to the name will be far more difficult and expensive than the cost of applying for a federal trademark registration.”
Source: Gerben, J. “Trademarks 101: What Is a Trademark and Why Your Business Can’t Live Without It”. SecuritySales.com February 22 2018.