What in the World is the Difference between a Trademark and a Service Mark? Imagine that you are a small or medium business owner who has decided to take the big step to protect your brand's identity, by seeking to obtain a federal trademark registration.  You are immediately confronted with all sorts of terminology and rules that seem like a foreign language to you.  What do you do?  One of the first stumbling blocks that most people go through is when confronted with a choice between whether their brand needs a "Trademark" or a "Service Mark."   While these terms are very closely related, they serve slightly different purposes, and should be used correctly.   Understanding the distinction between trademarks and service marks can help ensure your brand is protected in the right way.  The purpose of this article is to help you in that quest.