I have spent 25 years of my life creating brands and have even patented product. I became accustomed to believing one had to spend 5-10k, and even more, to properly file and protect a mark/brand/idea. Today the USPTO gives people a tool to do a basic search, and an attorney like Luke makes it possible, and extremely smart, to use an attorney to do the application and submission properly. Office actions will come regardless of who files and that's not when you want to seek out help. I recommend him and his service to all who ask me how to do any of this. I will post updates as we continue to work together but to this point, I could not be more satisfied! Do what you can by yourself to have an idea of the viability of your mark/idea because the tools are there, but do not undertake the process alone to save a few hundred. Use Luke! You will still save a ton while making the smart choice.