The following is an edited transcript of my video 25 Branding Tips.
As we celebrate our 25th year, I am excited to share 25 branding tips with you:
- Choose a creative name – it’s the foundation you begin with to build a bold brand.
- Begin with a clearance search to make sure that any new name is available.
- Register your trademark.
- Be sure to file early to help build more protection.
- Work with an attorney to improve your odds of success.
- Use the proper trademark symbol with your brand (TM, SM, or ®).
- Distinguish your brand when you use it in text with bold, italics, or a different color to make it stand out.
- Use your brand everywhere (website, business cards, letterhead, gifts, uniforms, delivery vehicles, etc).
- Once you have a trademark registration, be sure to docket the renewal deadlines.
- Monitor for potential conflicts and infringements.
- Take action early if there’s an infringement situation.
- Develop a style guide for employees, contractors, vendors, etc, so that your use of the brand is consistent.
- Train your employees about the importance of the brand and how to properly use it.
- Put intellectual property protection provisions in contracts (employment contracts, contracts with partners, vendors, and others).
- Put intellectual property notices on your website.
- Don’t use your brand name as a verb. Use it as an adjective or a noun.
- Register your trademark with US Customs and Border patrol. If your trademark is for use in connection with products, you’re likely eligible.
- Choose a great slogan to convey more messaging about your brand and what sets you apart from your competitors.
- Choose a distinctive and memorable logo.
- Consider non-traditional trademarks (sounds, colors, packaging designs). Trademark protection can extend to almost anything that helps to identify the source of your products or services.
- Show off your registration certificate. Frame it and display it.
- Consider international protection, especially if you are manufacturing overseas or making sales overseas.
- Consider state protection, especially if you cannot get federal protection for your trademark.
- Know about the Amazon Brand Registry if you’re selling on Amazon.
- Know about the trademark application process. It takes a long time, so you want to start it as early as possible.
Learn more about brand protection in our Trademarkive®.
