Brand Tuned - Smart Thinking, Better Branding

Shireen Smith - Why Brand Protection is Important in Marketing

July 10, 2020 Shireen Smith Season 2 Episode 17
Brand Tuned - Smart Thinking, Better Branding
Shireen Smith - Why Brand Protection is Important in Marketing
Chapters
Brand Tuned - Smart Thinking, Better Branding
Shireen Smith - Why Brand Protection is Important in Marketing
Jul 10, 2020 Season 2 Episode 17
Shireen Smith

In this episode, Shireen Smith discusses the importance of brand protection in marketing. Surprisingly, less than a third of agencies register their names as a trademark. This suggests many designers and others who offer branding services have little appreciation of the relationship between brand creation and brand protection. 

The ramifications of not registering a trademark are many: 

●      You have no recourse if you have not used the name in business. So once you choose a name, register it for your brand.

●      Registering a company name or domain name won’t give you any protection and you don’t own the rights to the brand name unless you register a trademark

●      Securing your name as a word trademark is the priority and you can then register a logo, tagline, music and packaging or other elements of your brand later

●      Trademark registration gives you power. If a big business wants to use the same name, they’ll often offer money to buy your trademark if you have legal title.

●      The trademark registry in the US will not allow registration if there is any conflict with an existing trademark

●      Laws in the UK and EU are not as stringent

●      It’s advisable to use a trademark professional in the first instance as it is easy to get it wrong

●     It costs ten times as much to deal with a complication as it does to register your name in the first place

●      China is a case in point if you manufacturer in China secure local trademark protection to avoid your brand being hijacked

●      Trademark is just one way in which you protect your brand. Another is copyright which is hugely relevant and will be covered in depth in the future.

Show Notes

In this episode, Shireen Smith discusses the importance of brand protection in marketing. Surprisingly, less than a third of agencies register their names as a trademark. This suggests many designers and others who offer branding services have little appreciation of the relationship between brand creation and brand protection. 

The ramifications of not registering a trademark are many: 

●      You have no recourse if you have not used the name in business. So once you choose a name, register it for your brand.

●      Registering a company name or domain name won’t give you any protection and you don’t own the rights to the brand name unless you register a trademark

●      Securing your name as a word trademark is the priority and you can then register a logo, tagline, music and packaging or other elements of your brand later

●      Trademark registration gives you power. If a big business wants to use the same name, they’ll often offer money to buy your trademark if you have legal title.

●      The trademark registry in the US will not allow registration if there is any conflict with an existing trademark

●      Laws in the UK and EU are not as stringent

●      It’s advisable to use a trademark professional in the first instance as it is easy to get it wrong

●     It costs ten times as much to deal with a complication as it does to register your name in the first place

●      China is a case in point if you manufacturer in China secure local trademark protection to avoid your brand being hijacked

●      Trademark is just one way in which you protect your brand. Another is copyright which is hugely relevant and will be covered in depth in the future.