Register Your Trademark with a NYC Attorney Who’s Built Businesses, Not Just Filed Paperwork

Lamar C. Smith, Esq.

Licensed Trademark Attorney

I spent 15 years building businesses before becoming a trademark attorney. So I know first hand what it takes to build something from the ground up.

I use my unique blend of legal knowledge and entrepreneurial skill to create a custom trademark strategy that won’t just protect what your building, but will also help you grow.

Your business isn’t generic and your legal strategy shouldn’t be either.

Too many law firms treat trademark registration like a one-size-fits-all process. But if you’re building a real business with long-term potential, you need more than just forms filed.

As an entrepreneur who’s spent 15 years building brands, I understand how trademarks fit into the real business journey. From product development and marketing to exits and enforcement. I don’t just file for protection, I help you think strategically about what to protect and why, so your business has room to grow.

Whether you’re launching a company, expanding into new markets, or dealing with copycats, I’ll help you make smart trademark decisions that support your brand’s future.

“I didn’t just get a trademark, I got a strategy. Lamar understood my business like a entrepreneur, not just a lawyer. His insights saved me from making expensive mistakes.”

D. Classon, Founder, Kitchenware Brand

“Lamar asked questions no other attorney did because he’s built businesses himself. The result? A trademark that truly supports my brand’s long-term growth.”

M. Rodriguez, Founder, Pet Supplies Company

Who Am I?

My name is Lamar Smith..

And I didn’t take the straight path to becoming a trademark attorney…

I went to college planning to become a lawyer, but fell in love with business and marketing instead. I launched my first company from my dorm room and spent the rest of my twenties building and scaling e-commerce brands. I lived the entrepreneur’s life: late nights, product launches, shipping errors, and the thrill of seeing a brand take off.

Eventually, I decided to circle back to that old dream of becoming a lawyer. During Covid, I enrolled in law school while staying home with my newborn son. I took an Intellectual Property course, honestly, just because it was online, and to my surprise, I fell head over heels for trademark law.

Still, I thought I wanted to be in the courtroom. So after law school, I became a prosecutor in New York City. I spent my days filing motions, drafting subpoenas, and arguing with opposing counsel. It was fast-paced, high-stakes, and completely exhausting. Somewhere between back-to-back court appearances and writing legal briefs, I started to miss the business world.

That’s when I realized I didn’t have to choose between law and entrepreneurship. I could combine both.

Today, I help entrepreneurs protect their brands with strategic, business-savvy trademark registration. I understand what it’s like to build something from scratch and I treat every client’s brand with the same care and urgency I had for my own.

This isn’t just legal work. It’s the work of protecting what you’ve built—and setting you up for everything you’re building next


Why Work With Me Instead of a Traditional Law Firm?

Let’s be honest: most law firms treat trademark registration like a paperwork chore. They file hundreds of applications a year using the same recycled templates, the same rigid process, and the same legalese-heavy communication. It works… for them.

But you’re not running a cookie-cutter business. You’re building something with vision, identity, and long-term value. Your trademark isn’t just a box to check. It’s a strategic asset that deserves thoughtful protection.

When you work with me, you don’t just get a lawyer you get a strategist who understands how your trademark fits into the bigger picture. I bring a unique mix of legal expertise and real-world entrepreneurial experience to every engagement. I don’t rely on paralegals or junior associates. You work directly with me, and every step is tailored to support your business goals, not just legal compliance.

You’re Not Just Hiring a Lawyer. You’re Hiring a Business-Minded Legal Strategist.

Legal knowledge is the bare minimum. What makes a difference is someone who can bridge the gap between legal protection and real-world brand growth.

I bring both perspectives. I’ve been in the trenches—sourcing suppliers, running ads, launching products. I know how critical your brand identity is to your customer experience, your marketing ROI, and your ability to grow into new markets.

That’s why I don’t treat your trademark as a form to fill out. I treat it as a foundation. One that needs to be strong, scalable, and aligned with your business goals.

What It’s Like To Work With Me

Step 1: Trademark Strategy Session (45 Minutes)

We start with a deep-dive strategy call where I learn about your brand, business model, and long-term vision. This isn’t a surface-level chat. We’ll talk through your current and future offerings, target markets, and potential risks. You’ll walk away with clarity on what should be protected, how trademarks fit into your brand architecture, and what the next best move is for your business. This session alone has helped many entrepreneurs avoid costly mistakes before even filing.


Step 2: Comprehensive Trademark Search & Legal Risk Analysis

After our session, I conduct a full USPTO search and analyze results for more than just potential conflicts. I assess the strength of your proposed mark, its distinctiveness, and how likely it is to be approved based on current case law and examiner trends. I also consider common law uses and domain or brand conflicts beyond the USPTO database. You’ll receive a written report and a follow-up call where I explain your risk exposure in plain language—not legal jargon.


Step 3: Strategic Filing Plan Tailored to Your Brand

Filing is not one-size-fits-all. I develop a custom filing strategy that fits your business stage and goals—whether you're launching, scaling, or expanding into new products or markets. That includes selecting the right international classes, crafting precise goods/services descriptions, and determining whether a standard character mark or logo-based application is better. We’ll also discuss timing, ownership structure, and future-proofing your protection.


Step 4: Application Filed & Tracked—Personally, Not Delegated

I prepare and file your trademark application myself—this isn’t handed off to a paralegal. Every detail matters, and I ensure the application is not just accurate but optimized. I keep you updated as it moves through the USPTO process, and I’ll handle any examiner communications or minor issues that arise. If the USPTO issues an Office Action, I’ll explain your options and handle the response with strategic care.


Step 5: Post-Filing Guidance & Ongoing Brand Protection Support

My service doesn’t stop at the “Submit” button. I provide practical guidance on how to use your trademark properly, how to monitor for potential infringement, and what steps to take if someone encroaches on your brand. I also help with planning for future filings, international protection, and brand portfolio development. As your business evolves, I remain a resource—not just a one-time service provider.


"We were expanding into the U.S market and needed brand protection in place. Lamar walked us through every step, made it all make sense without the legal jargon."

M. Johnson, CEO, Software Startup

"I’ve worked with big firms before. You’re just another file to them. Working with Lamar felt like working with a partner who actually cared. He flagged risks our old lawyer missed—and saved us from a potential lawsuit."

L. Nguyen, Founder, Apparel Brand

What Other Lawyers Miss

Here’s the reality: many trademark attorneys are excellent at law but disconnected from business. They’ll help you check the box, but they won’t think two steps ahead. And that’s a problem.

They might:

  • Recommend a weak name because it’s technically registrable

  • Choose the wrong filing basis for your launch timeline

  • File with vague or generic descriptions that weaken your protection

  • Miss potential conflicts because they don’t understand your market or customers

What they miss can cost you—delays, refusals, oppositions, and even costly rebrands. I know because I’ve seen it happen to too many founders who came to me after the damage was done.

That’s why I don’t just run a search and hit “submit.” I help you think strategically—about your current business, your future goals, and how to protect your brand through every phase of growth.

The Difference Is in the Details (And I Obsess Over Them)

In trademark law, the small things matter. The wording of your goods and services. The way your ownership is structured. The timing of your filing. The classes you choose—or skip.

Most lawyers treat these as checklist items. I don’t. I see them as strategic levers.

Because I know that:

  • A single word can expand or limit your enforcement power

  • A careless ownership choice can create investor red flags

  • A misclassified mark can hurt your Amazon Brand Registry or customs enforcement

Details like these can shape your brand’s future and I obsess over them so you don’t have to.

I don’t just think about getting your trademark registered. I think about how it will hold up in the real world: on your website, on store shelves, in a pitch deck, or in the hands of a licensee.

With me you’re not just getting registration. You’re getting confidence.

That’s the difference when you work with someone who’s built businesses, not just filed forms.

How To Get Started

If you're ready to work with me to protect your brand the first step is a focused, 30-minute consultation.

This session is designed to help me understand your business, what you’re looking to protect, and whether we’re the right fit to work together. You’ll walk away with clarity on how trademark protection applies to your specific brand—and whether I’m the right attorney to guide you through it.

The consultation costs $250. If we decide to move forward, that amount is applied to my flat $3,000 trademark registration fee.

And if we’re not the right fit? I’ll refund the $250—no hard feelings, no pressure.

When you're ready, I handle the rest for a flat fee of $3,000, which includes:

  • A Trademark Strategy Session – Personalized guidance before we file

  • Preliminary Trademark Clearance Search – To evaluate your mark’s strength and identify risks

  • USPTO Filing Fee Included – For one class of goods or services

  • Trademark Application Drafted and Filed by Me – Not a robot, not a paralegal

  • Application Monitoring & Status Updates – You’ll always know what’s happening

  • Response to Minor Office Actions – I’ll handle non-substantive issues with the USPTO

No surprise invoices. No hourly billing. Just clear, strategic legal help from someone who’s built brands and protected them.

If you already know your brand is worth protecting—let’s do it right.