Building your brand is one thing, but how should you protect it?
The UK retailer Selfridges launched a ' No Noise ' campaign in January including the sale of de-branded products with the aim to reduce the information and stimulation weare exposed to every day. Some of the brands that are participating in the campaign (which have de-branded their products) are Heinz, Créme de La Mer and Marmite.
Even though the campaign includes the sale of de-branded products, it says much about the importance of intellectual property rights and the creation of a strong brand. A brand has many associations – of course the name of the product but also the visual appearance, such as the shape and color of the logo, as well as the shape of the packaging. The brands participating in the 'No Noise'campaign have managed to make the brands and products so well known that no one would mistake the product – even without the logo on.
Intellectual property rights are not only abouttrademark issues. It is also possible to protect figurative mark, logos, colors and designs. Many companies forget the various aspects of intellectual property rights and the value of building a strong brand.
Branding requires thought and ambition behind the brand; what do you want to say with the brand and who do you want it to appeal to? How can you create the identity of your product or service?
Branding requires protecting the brand, and (as obvious from the campaign mentioned above) not only the name of the brand but also the design of it, the figurative mark and the colors.
Branding requires thinking big; decide which countries you want to reach with your business and make a plan on how you will protect your brand in these places.
Branding also requires follow-up and surveillance. Your brand is your most valuable asset, so keep it close at heart.