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1.5 Branding will make your blossoms bloom!  (Page 2/2)

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What can you do from the start to make sure that others cannot use the mark or brand name?

Coaching: Investigate what the trade-marking regulations are for protecting your brand. What are the governmental processes for securing a trademark for your brand? “ Trade marking ” is the process one goes through to register with a government entity the text and or visual depiction of your business name and, if applicable, the business mark that accompanies the venture. A “ logo ” is the word utilized typically to describe the visual depiction of the business name.

If you plan to trademark your logo or the text version of your business name for protection you can find out the necessary details of this process at the World Intellectual Property Organization at:

(External Link) World Intellectual Property Organization, (External Link) (Accessed January 11, 2009). by specifically utilizing the Madrid System for International Registration Marks explained further at: (External Link) . World Intellectual Property Organization, “Madrid System for International Registration Marks,” (External Link) (Accessed January 11, 2009).

As of October 27, 2008, countries’ statuses are listed regarding the Madrid Agreement Concerning the International Registration of Marks and the Protocol Relating to the Madrid Agreement Concerning the International Registration of Marks. View this information at:

(External Link) . World Intellectual Property Organization, “Madrid Agreement Concerning the International Registration of Marks and Protocol Relating to the Madrid Agreement Concerning the International Registration of Marks,” (External Link) (Accessed January 11, 2009).

Looking for inspiration?

You can find many examples of logos in the process of being trademarked in the United States through the United States Trademark and Patent Office website that posts online “The Trademark Gazette”. Here is an example of one issue of The Trademark Gazette: (External Link) . United States Trademark and Patent Office, “The Trademark Gazette,” (External Link) (Accessed December 24, 2008).

Once you have secured the trademark for your business name, you then process a legal standing to protect against other businesses using your company name in the category you are doing business in. Trademarks are considered assets to a business and have a monetary value if and when you want to sell or merge your venture.

The brand identity guide: a blueprint toward success

Once you have developed your business name into a logo and are in the process of trade-marking that name, many entrepreneurs begin widespread use of the logo in marketing materials to raise awareness of their product or service to their targeted customers. Well-known branded businesses assign someone the task of making sure the logo is properly utilized, with the correct color ink, in the correct size, in the correct location of the page layout especially when used in conjunction with other logos. A style guide for the use of the logo is often called a “brand identity guide”.

Blog Back 4: Brand Identity

Blog Back : Brainstorm the development of a Brand Identity Guide to illustrate the use of your logo in any materials you or others create to market the product or service you would like to create.

What is your brand essence?

What is your brand advantage?

What font and font size will you utilize for your logo?

What if any visual image/drawing/illustration will accompany the text of your logo?

What colors will you utilize for your logo? Using the pantone color chart, select the exact color(s) you wish to utilize.

Will your logo be depicted differently if it’s used in a horizontal vs a vertical page lay out?

What is the smallest size your logo can appear?

What rules govern your logo’s use when it appears with logos from other companies such as may be the case with a sponsorship?

In what countries would you like to trademark your logo?

Is there anything else you would like to share about the brand you plan to create?

Go to: (External Link) and share an outline of your Brand Identity Guide.

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Source:  OpenStax, Business fundamentals. OpenStax CNX. Oct 08, 2010 Download for free at http://cnx.org/content/col11227/1.4
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