What is brand protection and why is it good for small business owners?
For a small company, image and brand awareness are everything. They can be what set you apart from the rest, the reason consumers choose you over bigger and cheaper alternatives, and a big key to building your client base. Therefore, brand protection is especially important for the small business owner.
So how should small companies go about protecting their brand? Firstly, business owners need to ensure that their brand is in fact unique and that they are not infringing on other trademarks unknowingly. A quick online search isn’t usually satisfactory so getting in touch with a specialist lawyer or Trademark Search service provider is advised.
The next step is to register intellectual property (IP), such as your brand, as an official trademark. Besides your company name, you can also register your logo, catchphrase, or other things unique and specific to your image, such as your product design.
Once this is done you should keep a constant eye on the market to make sure no one is infringing on your IP. This should become a routine, just like monitoring industry trends and external forces, as brand protection can have a huge impact on your reputation and your sales.
If you should become aware of someone making use of your brand illegally, we encourage you to take immediate action. You can do this by sending a cease-and-desist letter or by contacting a lawyer specialised in trademarks who can guide you through the entire process.