How a Trademark Protects Your Business
Natalia Riazanova
A trademark can be any word, phrase, logo, or design that connects your business to your products or services in the minds of customers. It can include your business name, product name, or slogan.
A trademark is one of your company’s most valuable assets. It shows your reputation and helps customers recognize your brand among others. As your business grows, trademark protection becomes even more important.
What can be registered as a trademark?
You can register any word, logo, or combination you use to identify your business. If you use a logo or slogan regularly, they should also be protected. Anything you consistently use to connect your brand to your services or products may be protected as a trademark.
Trademark registration can be costly, so start by protecting the most important elements. Later, you can register more trademarks as needed.
How to create a trademark that’s hard to copy
Choose a name that stands out — something unique and original. The stronger the mark, the easier it is to protect. Weak trademarks (like generic words) are harder to defend legally.
The best trademarks are often unrelated to the actual product or service. Made-up names like EXXON® or PEPSI® are strong because all customer recognition comes from your business efforts.
Keep in mind that trademarks only protect you in your industry.
Before choosing a name, make sure it’s not already used by another business. If it is, you could face legal problems and costly rebranding later.