How to protect your business identity over time
In a world where brand identity carries great weight, trademarks are not just a marketing element – but A strategic asset for all purposesFrom the logo to the name, through the colors and the slogan – each of these elements expresses the value, story and reputation of the company. But while investment in design and branding is sometimes done with high intuition and attention, the legal protection of them – i.e., Trademark registration, You are often pushed to the stage too late. And this is a mistake. Because in today's competitive world, an unregistered trademark can become an unnecessary risk that could have been easily avoided.
We guide startups through the process of thinking and registering, helping them select strong trademarks, and ensuring they are positioned as valuable business assets. Our services include in-depth trademark searches, smooth filing of registration applications, and strategic planning for domestic and international protection. In addition, we provide ongoing trademark management and maintenance services to help startups maintain their competitive edge and build a strong long-term reputation.
A trademark is not an ornament – it is an asset.
Startups operate in a fast-paced environment. Every action translates into immediate interaction with the market, customers, investors, and partners. And when a company chooses a unique name, branding, colors, or sound, it is essentially building an identity. This identity is not just a matter of branding, but Part of the company's legal assets.
When a trademark is registered and managed correctly, it contributes to the company's valuation, allows it to operate confidently in international markets, prevents competitors from getting too close, and most importantly, Conveys stability and business readiness.
Pre-launch search – prevents problems in advance
One of the common mistakes is to choose a name, design a logo, start operating – and only then think about registering. We suggest the opposite: start with a search. Process Professional trademark search Finds out if the name is already registered, if there is a mark that is too similar, if there is a risk of opposition, and if it will be possible to protect the mark over time.
A quality search will prevent later heartache, and opens the door to an informed choice. If the sign you were thinking about is taken, it is better to find out about it early on, to avoid wasting time and money and invest it in the right place.
Trademark is a noun – not an adjective
One of the most important distinctions in the world of trademarks is the distinction between noun to-titleA trademark should serve as a distinctive designation for a product or service, not as a general description of a feature. For example, a name like Quick that describes speed, or "tasty" For food, is considered too descriptive and may be rejected for registration. On the other hand, a mark such as "Tivol" or "Cell phone" Functions as a unique noun, one that can be distinguished, registered, and protected. Proper use of a trade name begins with the selection, and continues with ensuring that the name does not become generic in everyday use.
Registration strategy – don’t register everywhere
Not every company, and certainly not a startup, needs to rush to register a trademark in every country. Proper budget management in a startup requires prioritization. Registration should be carried out in accordance with a clear business strategy: In which markets is actual activity expected in the near term? Where is there potential for marketing, collaborations, or early penetration? And where is the risk of copying or imitation highest?
You can consider building Gradual registration plan. For example, starting with key countries, then expanding through the Madrid Protocol or separate applications as needed. This way, you can control the budget, time – and maintain flexibility.
When is it better not to register a sign??
Not every name is a good candidate for registration. Generic marks, descriptive terms, technical expressions or those that are difficult to distinguish from the market may look good from a marketing perspective, but fail to register. Sometimes, at an early stage, it is important to stop and consider whether it is really worth insisting on the mark, or to think again. This is exactly where our expertise comes in: not only filing applications, but also To advise What requests? not worthwhile For the wisethat.
🛠️ Correct use of the symbol – guidelines
• Use the sign Exactly as written
• Keep it Consistent design In publications
• Use a markup statement – ™ or ® as needed
• Incorporate the sign In contracts, publications and on the website
• Don't use it as a generic name. – Maintain legal distinction
⚠️ Common mistakes to avoid
🔴 Use of descriptive names
🔴 Use of generic names
🔴 Using ™ or ® incorrectly
🔴 Neglect of periodic renewal
🔴 Lack of enforcement – allowing imitations weakens the mark
📣 In conclusion
A trademark is not just a pretty name. It is a way to tell the world: This is ours.
And it is worth a lot – only when it is protected properly.
If you are in the process of branding, changing your name, approaching international markets or before recruiting – 📩 Talk to us. Together we will build a trademark strategy that creates real business value..
