The Importance of Trademark Registration

There are effectively few reasons why it is important to register a trademark.

1.Trademarks are an effective communication tool: In a single brand or logo, trademarks can convey intellectual and emotional attributes and messages about you, your company, and your company’s reputation, products and services.

2.Trademarks make it easy for customers to find you: Customers viewing a trademark immediately know who they are dealing with, the reputation of your business and are less likely to look for alternatives. Your brand could be the critical factor in driving a customer’s purchase decision.

3.Trademarks are a valuable asset. Trademarks can appreciate in value over time. The more your business reputation grows the more valuable your brand will be.

4.Trademarks can make hiring easier. Brands can inspire positive feelings in people’s minds. As a result, employment opportunities are more attractive to candidates. Employee retention can be higher if employees have positive feelings for the brand and the products and services offered.

5.Avoiding Unwelcome Change: Changing the name of a company can be a difficult and costly task. Having successfully created a good reputation for your business, it can take significant marketing pounds to rebuild a renamed brand. When a logo, symbol or name is unregistered there is always the risk that another business may register it and cause significant difficulties, perhaps by attempting to prevent your business from operating or expanding under its current identity.

6.Building value: Because of the above, potential investors will always be interested in whether a business has trademarked its name, key products or services. Trademark registration not only increases security, but also aids clarity in any merger or franchising of the business, positively impacting its perceived value.

7.Protection: It is important to ensure that your business is appropriately protected against competition. Unauthorized parties who use your trademark without authorization can damage your brand, your reputation and your business, but they are often in a legally weak position and can be prevented from causing damage relatively easily. By registering your trademark you are effectively building a barrier to entry around your brand, making it harder for other businesses to imitate you.

There are two key considerations. Firstly, that your business is appropriately protected in the countries it operates or intends to operate in, and secondly, that your business is protected in all of the classes of service or products it provides.