Photo courtesy of Creative Commons’ user xkcd
MAKE sure you are thorough in performing your trademark search. It may seem like a never-ending task at first, but it is in your best interest not to presume that existing companies will never hear about your business. Better yet, if you have a team of people performing the search before you register your mark, take their word for it if they can prove that they have found existing marks that sound similar or are still alive–Trademarks can be alive or dead, as defined by the USPTO:
Spend some time in the glossary (link above) to get familiar with trademark terminology before you start playing their game, it would be like playing chess with checker pieces if you don’t.