Trademark Insights
Written by Brian Goldberg, Trademark & Brand Advisor
What is your Trademark
Simply speaking a trademark, your brand, is a distinctive sign that identifies your business, products or services. The actual trademark can be a combination of a word, slogan and logo. Ultimately the key benefit of owning your trademarks is to attract customers.
Digital Global Marketplace
All brands are now GLOBAL and exposed to the international marketplace whether via their website or social media. Having registered trademarks seems to have become more important as the many business activities have progressed to being digitally focussed. In fact, selling on popular ecommerce platforms, such as AMAZON, requires a registered trademark as an essential criteria. Now that AI (Artificial Intelligence) has emerged and been significantly integrated into the digital marketplaces, your brand should also become aligned with the new AI technologies so that your brand can benefit and thrive.
Here are 3 crucial TRADEMARK takeaway insights to keep you informed about your brand strategy in today’s digital, global marketplace.
1. AI SEARCH SAVVY
Brands must be working aligned with the current AI technologies, especially SEARCH. All search engines use AI so your brands must make it easy for the AI algorithms to find you. Owning your brand via trademark registration allows for maximum opportunity to be found by the AI algorithms. Also using your brand correctly and consistently is important to ensure the AI search technology can easily find you when your customers and prospects are searching.
2. E-COMMERCE
E-Commerce has a huge focus on Trademarks. Amazon and other large e-commerce platforms have invested significant resources to reward registered trademarked brands. In dealing with counterfeit the large ecommerce platforms not only require registered trademarks for set up, but always provide the benefits of ‘Take Down’ actions to the brands that have been registered as trademarks.
3. SOCIAL MEDIA
Social media platforms including INSTAGRAM, TIK TOK and SNAPCHAT are entirely global platforms which has significantly enhanced the need to register your brands to both ensure entitlement to your brands social media tag as well as removing copy versions. In addition growing brands globally has never been more accessible due to these social media platforms and to optimize the enormous reach. It’s time to think Global regardless of the size of your business.
So whether you are a supplier, wholesaler, distributor, retailer or fashion brand, having a registered trademark certainly adds value to your company. Importantly, as brands make it easy for potential customers to find you, which is critical in growing and expanding your business, securing your brands as trademarks is a valuable investment.
