A Knowledge Lag To Beware Of

One key problem the Brand Tuned-Up service solves is that of identifying a name that’s available for international use.    

People tend to think it’s no big deal to name a business. Surely you just pick a name, check domain and company registrations, and register your desired domain if it’s available, and away you go. Perhaps, you’ll register the name as a trademark later as well.      

But it’s not that simple.    

If you don’t know what you don’t know, you’ll probably not do the right due diligence checks on a name internationally before finalising your choice. The risk is that you infringe on a third party’s rights and have to rebrand.    

Alternatively, you might find yourself having to use a different brand in another country. That’s both cumbersome and costly.    

If you don't first establish that a name is available to use and adopt, and just apply to register it as a trademark, your registration is vulnerable to cancellation. 

With the right guidance it’s possible to choose a legally effective name that’s available in all the markets in which you intend to trade, so why wouldn’t you want to go about it the right way?      

Sadly, people just don’t know as much as they need to know about trademarks to navigate business in the 21st century.    

Before the internet international trademarks were for big household name brands that operated in multiple jurisdictions.    

Today, we live in a digital world where someone setting up a business from their bedroom trades globally.     

There is a knowledge lag, even within the branding industry, which is why trademark infringement is rising year on year as I explained in my video on Friday.    

I’m occasionally asked why register a trademark? Why would anyone else want to use a similar name?    

So, in this one-minute video I explain why you'd want to secure your name.    

In the same way you might secure your website or Shopify site with a password or your physical business premises with a lock on the door, you need to secure your name.    

The right to use a name comes from trademarks, NOT from domain or company registration. Indeed, you should register a trademark in other countries too if you have customers elsewhere or intend to trade in other jurisdictions. Doing so protects your revenues.    

Your name is potentially one of your most valuable intangible assets because everything you do in business makes your name better known. It’s how people find out about you. It captures the value of your business.    

If a competitor began using a similar name you would soon feel it in lost sales, or possible damage to your reputation, or to the sale price you'd achieve if you’re selling your business. The price would be reduced or the sale would fall through.    

And if for any reason someone were able to stop you using your name, you would immediately suffer a negative impact and could even go out of business.    

So, if you’re branding or rebranding, consider the Brand Tuned-up service to create a bullet proof brand to build your business around.  

There’s just 10 spots available. Buy before close of business Friday 26 January and get a BONUS visual identity included in the service.