® style marks have lots of paperwork and fees and procedures.
That may be different in the USA, but in the EU it's surprisingly straightforward and easy (done that once 10-12 years ago, no lawyer involved).
You go to your country's patent office's website (DPMA in my case), fill out a form with your name and address and the mark you want, and decide for the Nice classes etc, etc, and then you need to pay a fee (I don't quite remember, but I think it was something like 200 Euros).
You'll get confirmation mail from the EUPTO (on paper) some 5-6 weeks later, followed by spam from the USPTO a few weeks later who will offer you to also file a mark for the USA at a ridiculous price (I don't remember exactly, but I think it was something like 1,500-2,000 USD). If you just ignore the spam, and if there are no objections from someone who already owns or has filed the same mark registered in another or the same Nice class within some time (I think a month or so?), the mark is yours. Simple as that.
You will get spam again 5 years later and 10 years later from dubious "mark renewal service" companies which offer to renew your mark for only 5,000 or so Euros (again, you can safely ignore that and do it yourself for a fraction of the price. Also note that you need not renew it after 5 years at all, the term is 10 years -- don't ask me why you're being offered to do that, they probably think you're stupid or something).