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- Understanding branding
- Looking at trends and a gallery of brands
- Positioning your brand in the marketplace
- Integrating images and style
- Developing a business promise
- Creating a style guide
- Trademarking your brand
- Tying together the print and web site design for a brand
- Avoiding common mistakes
Skill Level Beginner
Protecting your brand assets, like the tagline, company name, and even artwork, are part of the brand-development process. Often attorneys are hired to help manage this. A brilliant brand is a great marketing asset. With a desirable brand comes threats. Other organizations may look to capitalize on the good will you establish by using identical or similar assets. One way to protect your brand is through trademarking. There are different types of trademarks, which a qualified attorney or a trademarking expert can expand upon.
For most brands, obtaining federal trademark protection with the US Patent and Trademark Office, known as USPTO, is generally the best option for a company selling products or providing services. When a company owns a federal trademark registration for their company name, tagline, or brand, it excludes others from using the same, or a confusingly similar, trademark anywhere in the United States. It also gives a company the R symbol, which shows that it is federally registered.
A registered trademark may increase the value of a company and it's appeal to partners, buyers, and customers. It also strengthens a company's legal power if another organization is infringing on its trademark. To protect your brand assets, you can speak to an expert. For initial investigation, you can visit uspto.gov to do searches for your company name or tagline. When you start going down the path of trademarking, don't forget to protect important artwork like your logo icon. So we've tackled defining a business brand and building a brand--a whole lot in a short amount of time.
Lastly, we will look at avoiding common branding mistakes.