Protecting Our LegaciesWhy Latino-Owned Businesses Need Trademarks
Taylor Tieman | October 06, 2025
Taylor is the owner and principal attorney of Legalmiga Law, P.C. where she helps clients legally protect their brands, services, products & content. She specializes in business formation, trademarking, copyrighting, and contracts. She also has experience with both consumer protection and various other types of civil litigation. Taylor earned her Communications degree from the Annenberg School at the University of Pennsylvania, located in Philadelphia, in May of 2011. She went on to earn her Juris Doctor from Southwestern University School of Law, located in Los Angeles, in May of 2015. While in law school, Taylor was President of the Latino Law Student Association. She currently is a member of the Hispanic National Bar Association and the Latina Lawyers Bar Association, and serves as a mentor for the Legal Education Access Pipeline (LEAP) fellowship program. She is licensed to practice in the state of California as well as all United States District Courts in California
Every Latino Heritage Month, I’m reminded time and time again that Latino entrepreneurship isn’t just about the business you’re running. It’s about the legacy you’re building.
Our businesses carry family histories, culture, and community pride. They’re proof that we’ve built something out of nothing, often without the same access or resources as others.
But the landscape is shifting. DEI programs are getting cut left and right, funding and visibility opportunities are drying up, and Latino founders are left wondering how we keep our businesses safe and sustainable without institutional support?
The truth?
Legal protection has always been the most underrated tool we have.
Trademarks = Protection and Cultural Power
A trademark isn’t just paperwork. It’s claiming your story. It’s saying, “This name, this logo, this brand…it’s ours.”
When you file for a trademark, you’re protecting yourself against bigger players who might otherwise swoop in and steal what you’ve built. But it’s also deeper than that. It’s cultural affirmation. It’s a way to say: this brand came from my lived experience, my community, my family. And no one gets to strip that away.
After the Cuts: Why It Matters Now
The DEI cuts aren’t a signal to slow down; They’re a signal to double down. If the scaffolding isn’t there, then the foundation has to be strong. Trademarks and good legal strategy are that foundation.
Without them, a lot of Latino-owned businesses are vulnerable. I’ve seen it firsthand—brands get knocked out before they’ve even had a chance to grow, simply because someone else registered their name first. That’s not just a business loss, but also a cultural one.
What Founders Can Do (and How Lawyers Can Step Up)
Latino founders don’t need to have all the answers, but they do need to take action—and that’s where us lawyers come in. The partnership between business owners and trademark professionals is what keeps brands protected and thriving.
- Check your brand.
Founders: Don’t assume a Google search is enough. Before you invest in branding, confirm your name and logo are really available.
Lawyers: Go beyond a basic clearance search. Ask if their names have cultural significance or translations. Educate clients on risks they may not see, and frame it in plain language so they understand what’s at stake. - File your first trademark.
Founders: Start with the mark that matters most—your core name, logo, or product. You don’t need to do everything at once.
Lawyers: Help prioritize filings strategically. Walk founders through the process and explain why precision matters (and how missteps can cost them). - Think long-term.
Founders: Even if you’re small now, the legal steps you take today create a foundation for growth, funding, and legacy.
Lawyers: Position legal work as an investment, not a cost. Remind founders they’re not just protecting a brand. They’re protecting culture, community, and future generations.
The Bigger Picture
Latino-owned businesses are growing faster than almost any other segment, but the legal gap is real. Too many founders still see trademarks as “nice to haves” instead of essentials.
Here’s what I want us to remember this Latino Heritage Month: legal protection isn’t a luxury. It’s our insurance policy against erasure. It’s how we keep our stories, our creativity, and our businesses alive for the next generation.
No one should get to profit off our culture without us. Period.