Brand recognition is important to many businesses. Much like larger companies, there are certain things that we hope will cause our customers to think of us and our message. For example, Nike has the swoosh symbol, the slogan “Just Do It,” and even the name Nike. When we see these things, we automatically think about that particular company and its products. And for better or worse, we want the real thing from Nike and not some knock-off counterfeit. And the same is true of service-based businesses. When you hear “What’s in your wallet?” you immediately think of a certain bank.
Think for a moment about what your customers or clients see that they associate with your goods or services. Now think about the time and effort and even money your business has put into that branding, and you’ll immediately understand why it’s so important to protect that brand. In this series, we’re going to discuss just how to do that by registering for and protecting your trademarks.