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In Wisconsin, a "mark" can be a label, trademark, trade name, term, design, pattern, model, device, shopmark, drawing, specification, designation, or form of advertisement that is used by a person or business to designate, make known, or distinguish goods or services.  To help protect your small business's trademark, you should register it with the Secretary of State and the U.S. Patent and Trademark Office, and make sure to use it such that is becomes associated with your business.  I can assist your business with registering your trademark, including searching for already registered or pending marks to ensure your trademark is available, as well as completing the complex application process.