When establishing your branding and ensuring the protection of your brand, you inevitably deal with legal issues. When you do, keep five key points in mind:
1. Be unique or work hard at becoming unique
A trademark is just a legal term for a concept with which you are already very familiar: identity. Specifically, a trademark is the public, market-facing identity you present to your consumers. Your customers need to know you in order to choose you, and we all understand instinctively that the more unique someone is, the more we remember them. But what we must understand also is that a trademark is a literal asset, one that can be bought, sold, or sued over, just like a home or car or famous painting can be bought, sold, or used as the basis for a lawsuit if its value is harmed. And how do we determine the value of your mark? By how easily it is recognized by customers. The more unique you are, the more work you put into making your brand recognizable and famous, literally the more money your trademark is worth.