Register Your Trademark or Risk Losing Your Brand
In the competitive business landscape, your brand identity is one of your most valuable assets. However, many entrepreneurs mistakenly believe that registering their company name automatically protects their brand. According to global managing attorney Sarah Norkor Anku, this oversight can be a costly mistake, leaving businesses vulnerable to competitors who could legally co-opt their identity. She urges business owners to take the crucial step of registering trademarks for the specific goods and services they provide to secure their place in the market and prevent brand hijacking.
The Critical Difference Between Company and Trademark Registration
Sarah Norkor Anku clarifies that a business registration and a trademark serve entirely different purposes. Registering a company establishes it as a legal entity, but it does not grant exclusive rights to the brand elements that customers recognise, such as a name, logo, or slogan. Trademark protection is what truly safeguards these identifiers. This protection is not a blanket cover; it must be secured for each specific category of goods or services a business offers. For instance, a company that sells both clothing and software would need to file separate trademark applications in the respective classes for each product line to ensure comprehensive protection. Failing to do so creates a loophole that allows a competitor to register a similar name for a different product category, potentially diluting your brand and confusing your customers. A trademark is the legal shield for your brand’s reputation and market distinction.
Ultimately, neglecting to register your trademark is a gamble that can cost you your entire brand. The hard work and resources invested in building a recognisable name and logo can be lost if not legally protected. Business owners are therefore advised to be proactive and secure their intellectual property by registering trademarks for all their offerings. This essential step ensures that your unique brand identity remains yours alone, providing a solid foundation for growth and preventing competitors from capitalizing on your success.
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