Trademarks and Brand Names

Trademark and Brand Names: your company name, goods and services

Are you in business?

Do you have a company name?

Do you have a domain name?

Do you sell goods or services?

If the answer is yes to any (if not all) of the above then you will need to consider appropriate action. After all why would you want a competitor to use a similar or identical brand to yours and thereby take custom directly out of your pocket. 

When deciding upon a name it is important that you avoid choosing something that is obvious. Avoid using words that describe the products that you sell or the business which you operate. For example: 

MEDIA& DESIGN – a media and design company 

SHOE SHOP – retail outlet selling shoes 

BRICKWORK CONSTRUCTION – bricklaying subcontractor 

INTERNET DESIGNS – website design business 

ACCOUNT CONSULTANTS – accountants 

THE FURNITURE SHOP – retail outlet selling household furniture 

Although this offers consumers an easy way to remember what product your business can deliver, it is not particularly effective when a consumer is faced by many other businesses selling a similar or identical product. 

How can a potential customer or client identify you from all the other suppliers of goods and services? 

To assist promotion of your product both in terms of advertising and longevity in the minds of your consumers, unusual or less common names ought to be used: 

REEBOK – sporting goods used by successful sports professionals 

APPLE – world leader for computer software and IT related solutions 

PEPSI – unique tasting soda sold worldwide 

PARAMOUNT - US film corporation responsible for films and tv programmes 

By either using fabricated names or names that are completely unrelated to the product that you sell, consumers are better able to identify your brand, remember your company and distinguish between you and your competitors. This will lead to influencing customer loyalty and increasing the goodwill embodied in your business. 

By obtaining a registered trade mark you will be able to: 

prevent your competitors from using your name;

highlight your business from others; and

provide your company with a valuable business asset. 

Being different sets you apart.