The best reason to register a trademark is to increase the value of your company, particularly the goodwill of the business. Accountants have formulas to incorporate the value of trademarks into the value of the business. Another reason is to make it easier to go after infringers. There are several advantages courts give owners of registered marks that are not available to owners of unregistered marks. A registration also provides your company a defense if it is sued for infringement or if someone tries to take its domain name.
Registration also puts the whole world on notice for subsequent database searchers.
Simply put, with all the benefits that come with registration, its not worth trying to get around the registration requirement. Once a mark is cleared at these two levels, an application may safely be filed. Alternatively, your company may prefer to have a trademark lawyer handle the application. A service mark is a type of trademark that is used to refer specifically to the services offered by a company. Sometimes a mark serves as both a trademark and a service mark.