A trademark search checks whether your proposed name, logo, or slogan conflicts with an existing registered or common-law mark — a step worth doing thoroughly before filing, since a conflict discovered after registration is far more expensive to deal with.
Start with the USPTO's own database
The USPTO's trademark search system is the starting point for identifying federally registered marks and pending applications — but it only covers marks that have actually been filed, not every name in commercial use.
Similarity matters more than exact matches
Trademark conflicts are assessed on likelihood of confusion, not just identical names — a search needs to account for phonetic similarity, similar meanings, and marks used in related industries, not just an exact text match.
Common law and state trademark rights exist too
A business using a name in commerce, even without federal registration, may have enforceable common law trademark rights in the areas where it actually operates — meaning a federal database search alone can still miss real conflicts.
Why a professional search catches what a DIY search misses
A comprehensive search reviewing federal, state, and common law sources — plus domain names and business registries — gives a far more complete picture than a single database check, and is worth the cost relative to what's at risk if you build a brand around a name you later have to abandon.