How To Establish Your Brand

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Trademarks

Trademark. Lawsuit.When you think of great trademarks, the ones known throughout the world, they will likely include the apple with the bite taken out of it and the golden arches. There are also older trademarks that have withstood the test of time, like the classic Pepsi trademark or even the red tongue, which has come to represent the Rolling Stones for several decades now.

Big successful companies strategically use something called trademark placement or product placement, the conspicuous placement of the trademark where a large number of people will see it. Think of the giant television screen in New York’s Time Square. Other trademarks appear in popular movies and television shows.

The website brandsandfilms.com compiled a list of the top 40 product placements of all time. The top five are:

  1. Wilson in Cast Away
  2. Kodak Carousel in Mad Men
  3. Ford Mustang in Bullitt
  4. Manolo Blahnik in Sex and the City
  5. FedEx in Cast Away

To see the complete list, visit here.

Obviously, most businesses don’t have the power and resources to get their brand on television or the movies, but there is much a small business can do to promote its brand. And while your small business may not have its brand recognized around the world, you can become recognized as a top brand locally to the customers you want to specifically target.

According to Inc. Magazine, there are 10 ways to establish your brand.

  1. Publish Plenty of Free Content
  2. Make It Dead Simple to Access
  3. Provide Value on Social Media
  4. Guest Post on the Right Sites
  5. Tell Your Story
  6. Take Advantage of Google Authorship
  7. Write a Book
  8. Be Controversial
  9. Speak at Every Opportunity
  10. Be Constant

To see further details on these steps, read here.

Of course, a big part of establishing your brand involves the trademark of your logo and name. Why let someone else steal your brand and all the hard work you put into it? A solid trademark is a great way to protect not only your brand, but also your reputation with your customers.

Feel free to join my conversation on FacebookFacebook Esteemableacts Fan Page, or my Facebook Law Page, you can also interact with me on my Twitter Esteemable Acts pageTwitter Law Page, or on LinkedIn.

Is a Trademark Required? TM?

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trademark sign padlockTrademark? Branding?

While trademark registration is not required for the protection of your valuable logos, designs, words, phrases, and other source identifiers, it is a smart business judgment decision to protect them in that way. Taking that extra step to protect what’s yours will aid in enhancing the value of your company and your brand. When you work hard to create an identifiable, recognizable, and memorable brand, a trademark attorney can help you protect that asset. Or, if you are clear on the actions to take, you can do it yourself. The U.S. Patent & Trademark Office is a wonderful resource.

But having a competent trademark registration attorney on your team can be a great benefit. They can appropriately advise you on every aspect of the trademark prosecution process. For example, an attorney can counsel you on how to select a mark that can be protected, how to perform a trademark search, the use of the appropriate trademark symbol, which trademark registration form to use if you choose to register (and how to file a trademark application), how to respond to USPTO Office Actions, and how to protect your trademark after it’s registered. Regardless of the benefits of having a competent professional who understands trademark law and how to apply it, you can always do it yourself on the www.uspto.gov website.

Trademark. Branding. Why its important?

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Branding. Trademark.What is Branding?

Trademark protection is an essential part of your brand strategy. If you are focused on brand building, then having registered trademarks as part of your portfolio is important. Branding your business online takes thought, dedication, and most of all — time! You must come up with a color scheme, logo, design, image, and/or an image that unifies your business as a brand.  More importantly, your brand must be recognizable and must communicate to your audience what it stands for.

When you establish your business brand online, a great deal of time is invested in spreading the word across the Internet and getting your credibility established. By using online tools, such as social networking resources, video marketing, pay-per-click advertising, search engine marketing, mobile marketing, and other advertising mediums, people will eventually associate your brand with quality and value.

Without a brand name and/or a distinctive brand image, your business will not stand out in the marketplace from other vendors who provide a similar product or service. If you are going to invest time and money in establishing a presence in the marketplace, your next step should be protecting it. Protection of your brand starts with protecting your trademarks, e.g., your logos, designs, tag lines, slogans, in some cases trade names, or any other device used to market your products and/or services in the marketplace. To ensure it is done correctly — the first time — you should hire a competent trademark attorney to assist you in the process.

The Power of Branding. Trademark. Fantasy Island.

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Fantasy Island: A True Brand.

Construction site crane building a blue 3D text. Part of a series.

Branding. Trademark.

Lately I’ve found myself enthralled by old episodes of Fantasy Island. I am not ashamed to admit that it was one of my favorite shows back in the late 1970s and early 1980s, and I have rediscovered its charm.  But what has really captured my attention is the power of the trademark, a true brand, and how effectively one can use that trademark.  On the show they effectively market all things Fantasy Island. It’s not just an island, but there is the Fantasy Island Bank, the Fantasy Island Salon, the Fantasy Island Country Club, the Fantasy Island Hospital, and the list goes on.

Although the television series may be fantasy, the reality is that a great trademark is essential in the creation of a great brand, and they go hand in hand.

Great Trademarks. Pepsi. Rolling Stones.

When you think of great trademarks, the ones known throughout the world, they will likely include the apple with the bite taken out of it and the golden arches. There are also older trademarks that have withstood the test of time, like the classic Pepsi trademark or even the red tongue, which has come to represent the Rolling Stones for several decades now.

Big successful companies strategically use something called trademark placement or product placement, the conspicuous placement of the trademark where a large number of people will see it. Think of the giant television screen in New York’s Time Square. Other trademarks appear in popular movies and television shows.

The website brandsandfilms.com compiled a list of the top 40 product placements of all time. The top five are:

  1. Wilson in Cast Away
  2. Kodak Carousel in Mad Men
  3. Ford Mustang in Bullitt
  4. Manolo Blahnik in Sex and the City
  5. FedEx in Cast Away

To see the complete list, visit here.

Small Business Branding Tips.

Obviously, most businesses don’t have the power and resources to get their brand on television or the movies, but there is much a small business can do to promote its brand. And while your small business may not have its brand recognized around the world, you can become recognized as a top brand locally to the customers you want to specifically target.

According to Inc. Magazine, there are 10 ways to establish your brand.

  1. Publish Plenty of Free Content
  2. Make It Dead Simple to Access
  3. Provide Value on Social Media
  4. Guest Post on the Right Sites
  5. Tell Your Story
  6. Take Advantage of Google Authorship
  7. Write a Book
  8. Be Controversial
  9. Speak at Every Opportunity
  10. Be Constant

To see further details on these steps, read here.

Of course, a big part of establishing your brand involves the trademark of your logo and name. Why let someone else steal your brand and all the hard work you put into it? A solid trademark is a great way to protect not only your brand, but also your reputation with your customers.

Feel free to join my conversation on FacebookFacebook Esteemableacts Fan Page, or my Facebook Law Page, you can also interact with me on my Twitter Esteemable Acts pageTwitter Law Page, or on LinkedIn.

Sponsorship. Sponsorship Letter. Corporate Sponsorship. Sponsors.

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Sponsorship. Sponsorships. Sponsors.

Sponsorship. Sponsors. Corporate Sponsor.

Sponsorship. Sponsors. Corporate Sponsor.

Sponsorships have become a very common way to fund events. While sporting events are best known for the use of sponsorships, other events involving the arts, charities, as well as other venues and products also rely on funding from corporate sponsorship. It is important to remember that sponsorship deals are not exclusively between giant corporations and huge national or international events. Events in small communities often rely on sponsorships from local small businesses.

Whether you are considering sponsoring an event or you are looking for sponsors, it is extremely important to understand exactly what you are getting into. Deirdre Kilroy, recognized as one of Ireland’s leading legal experts in technology law, data protection and commercial contracts advises that there are three main points to consider in regards to a sponsorship relationship:

  1. Key objectives of sponsorship
  2. Branding and naming rights
  3. Risk to reputation

Within these points are issues such as exclusivity, branding and naming rights, trademark protection, use of materials such as photos and other media from the event and access to event participants. The contracts need to be clear and both parties should be straightforward as to what they expect from the relationship.

There are many concerns in a sponsorship deal for both the sponsor and the sponsored party, not least of which is the reputation of both parties, which in essence, become linked by the sponsorship agreement. The sponsorship letter is often the first document, which provides introductory information to potential sponsors about what they can expect.  Honesty about who you are and what you bring to the table is essential.  Case in point: In April of this year, the United States Postal Service filed court documents in its case against disgraced cyclist Lance Armstrong whose cycling team received millions in sponsorship dollars while admittedly cheating to win numerous cycling tournaments, including the Tour de France.

In 2009 famous UK football club Manchester United lost its sponsor, AIG, when the company was pressured to end the relationship after it received a record setting taxpayer bailout of $150 billion dollars. The end of this sponsorship cost Manchester United $19 million per season.

Although sponsorship deals can be very beneficial for both parties involved, there are risks associated with the unpredictability of the marketplace. Seeking professional legal advice before going forward with a sponsorship deal is the best way to make the relationship fair and beneficial to all parties involved.

I’m Attorney Francine Ward, a believer in action, not talk. What do you think? Join the conversation on my Facebook Fan Page, my Twitter page, or in one of my LinkedIn Groups.