Trademarks play an important role in branding. They make a company identifiable, facilitate marketing and assist with creating unique packages or signage. Business leaders may feel quite proud of the logo they choose to use as the company trademark.
Making the effort to formally register a trademark with the United States Patent and Trademark Office (USPTO) can be beneficial for companies, especially those concerned about competition. What are some of the benefits derived from trademark registration?
1. Verification of uniqueness
The trademark registration process involves an in-depth research stage. Companies must carefully assess existing trademarks to ensure that none of them are too similar to the proposed trademark they want to register. Ensuring there is no likelihood of confusion among consumers is important for the creation of a unique and recognizable trademark.
2. Easier enforcement actions
Enforcing brand and intellectual property rights can become much more challenging in cases without records of formal registration. Organizations that have already registered their trademarks potentially have a straightforward process ahead when they discover infringement.
3. An additional indicator of legitimacy
The ability to include the little trademark symbol after a brand name or next to a logo can give consumers even greater confidence in a brand and help legitimize the company. Formal trademark registration is not a process that many fly-by-night companies and businesses that may not have plans for a long-term market presence take. Trademarks are a way of legitimizing a company for consumers considering their options.
The process of researching and registering a trademark is relatively complex, making it difficult to manage without legal support. Working with an intellectual property attorney can streamline the trademark registration process and also any enforcement actions that may prove this necessary due to infringement.