This CLE helps business attorneys identify trademark risks embedded in routine client work—especially during entity formation and brand development, where problems often arise before trademark counsel is involved. This program provides a practical risk-awareness framework, covering what business attorneys need to understand about trademarks versus other forms of intellectual property, the limits of LLC approvals and DBAs, and how to guide clients through business naming decisions, including recognizing “likelihood of confusion” issues and other high-risk scenarios. Attendees will also gain a working understanding of the federal trademark registration process, along with insight into commonly overlooked issues in transactions, such as IP representations, due diligence gaps, licensing concerns, and responding to cease-and-desist letters. The course emphasizes when to involve trademark counsel and concludes with clear, actionable guidance attorneys can use to better protect clients and avoid preventable disputes.