If you’ve spent time coming up with a name and creating a logo for your business the last thing you want is for another business to start trading with a similar name and logo. There are laws in place (the common law trade mark) giving you some protection from this but without an officially protected trade mark your rights are not as secure as they could be. You might have put off registering your logo because it seems like too much hassle but in this blog we are going to show why it’s worth the time to protect your brand.

What is a trade mark?
In basic terms a trade mark is any intellectual property that can be used to distinguish your business or services from another (logo, name, song, sound shape etc). You can use your name in a trade mark, for example if you offer a specific service such as a photographer, ie Annie Smith Photography but there would be nothing to stop someone with the same name registering a trade mark as Annie Smith as long as visually it is significantly different.
 
Registering your logo adds value
Registering your logo as a trade mark is a valuable asset to your business and allows you to sell, franchise or licence it. If your end goal is to ultimately build a sellable business then having the trade mark registered is vital. It shows the buyer you have carried out every step possible to protect your brand.
 
Differentiate your business from your competitors and protects your brand
Your brand and logo are what helps build customer loyalty and confidence and having a registered trade mark helps prevent other businesses from imitating your brand or logo. By registering your trade mark you are ensuring you are legally entitled to take legal action against anyone who tries to replicate your brand.
 
Exclusivity
Registering your trade mark will give you exclusive rights to use your trade mark in the territory it is registered (eg UK, USA etc). Don’t forget to renew your registration when the time comes though (10 years in the UK).
 
Cost
HMRC have a detailed breakdown of costs associated with applying to register your trade mark, starting from £170 for online application. Creative Remedy will do all the hard work for you with costs starting from 3 hours, this is to carry out the necessary research, complete the registration and liaise with you tthe client and HMRC if required.
 
At Creative Remedy we will work with you to ensure your brand logo meets the requirements for trade mark registration before helping you start the registration process. Once the trade mark is registered your brand is protected for 10 years before you need to renew.
 
Do you have a brand, product or service  logo that you need to register as a trade mark? Contact us for help and advice and we can help you protect your brand.

To stand out from competitors a successful business needs to have a unique brand. But it’s important to remember that your brand is more than just a name and a logo, you need your brand to tell your unique story. You want your customer and target audience to connect with you and your business so it’s essential your brand communicates your key message.

Your Story
You need to communicate your brand to your customers and a great way to do this is by giving them the low-down on your business values, qualities, products and services. You are aiming to capture the essence of your business and create a connection between you and your customers.

Use a Consistent Tone

• In order to stand out from your competitors and become recognisable to your audience you need to make sure you use a consistent voice through all your marketing channels including social media, blogs and any print marketing. Make sure you don’t lose sight of your brand message and always stay true to your values- your customers are more likely to remain loyal to your business if your business remains loyal to your brand values.
  

Your ‘Why’
When you tell your story make sure you tell your audience what it was that inspired you to start your business and what you were trying to achieve. Again, this will help to build trust with your audience and make them see that your business is about more than just sales and profit- building your brand!
 
Make sure you tell your employees about your ‘story’, this will ensure you are all sending the same message to your clients and reinforce your brand identity. Telling your story and connecting with your customers will help build strong relationships and brand loyalty.
 
Your Visual Brand and Logo
Your visual brand needs to be on all your branding material both online and any printed materials such as stationary, business cards and any marketing materials. You should use colours that reflect your brand and the design of all your branding needs to clearly show your tone and voice. This is where you should consider using a graphic designer to help you create a logo that encompasses your identity.
 
Even if your business is fully established, it's important to review how your branding reflects your identity- is it giving the right message? Does it give a clear message about what you and your business are trying to achieve?
 
It’s a good idea to make sure your brand is conveying your key messaging and communicating with your target audience. Business’s change and adapt to the economic climate so there is a good chance your message has changed if your business has been running for a number of years.
 
Take a look at Marketing Donuts invaluable ‘Building a Brand - checklist’.
Do you need help shaping your story? Contact us for a FREE Health Check!

We believe a logo is one of the most essential branding elements when forming your company’s identity. (after all it will be with you for the life cycle of your business).

The best logos are:

• Simple
• Memorable
• Versatile
• Original

The best logo's are usually creatively clever but simple, are designed to appeal to your target audience, and have a story to tell. Your company logo can influence potential customers' expectations of the products and services that your company offers.

Why is a logo important to your business?

1. Good logos make great first and lasting impressions.
2. They help you stand out from your competition.
3. They form part of your company’s brand and ethos.
4. They earn confidence and trust
5. A good logo design will build customer loyalty.