Brand Specialists Benefits Vs. Lawyers: Who’s The Better Choice To : Register Your New Trademark?
Years ago, this wasn’t much of a question: trademark searches and the filing of paperwork were the exclusive province of law firms. Today, brand specialists like Devarj Design can, and usually do, take the final step after creating a business identity by registering the new trademark.
Which makes good sense, as high-priced trademark attorneys are known for being buttoned-up, methodical and disciplined — but not necessarily creative wizards. Sticking with one brand specialist from creation through application means you’re allied with a firm that’s not only interested in getting your name trademarked, but making certain it’s the right name in the first place. That’s the first of three advantages:
We’re In The Business Of Naming Businesses
Brand specialists put suitability before legality; we want you to choose the right name that quickly and memorably connects your brand with your customers. So we thoroughly research your industry, brainstorm possibilities and determine availability using multiple databases and directories. We inherently know when a name is weak or off-target even though it may pass legal muster.
We Consider Multiple Factors
Finding a brand name that works well in your current industry is only half the battle. You may want to expand your brand into other product or service categories. Or you may someday widen your market area geographically, entering countries where language nuances come into play. These are the kind of considerations that must be addressed at the start, rather than after you’ve already invested a considerable sum only to be forced to rebrand.
We Know The Digital World
While your trademarks and domain names are related, they are different animals in terms of selection, application and enforcement. It’s very possible — in fact it happens all the time — for a new business to obtain a trademark that is not available as a global domain name. We focus on obtaining the most appropriate domain names and other social media identifiers, from developing graphic brand standards to selecting the right keywords.
All this is not to imply trademark attorneys are suddenly passé. They are absolutely necessary in cases of infringement, domain name disputes and the like. But if you’re starting a new business on a proverbial shoestring, it’s good to know that the branding agency you rely on can likely take you all the way home.
Devarj Design offers a free, no-obligation brand consultation that you’ll find very worthwhile, so contact us and let’s talk!
Silva Devarj
Owner, Brand Strategist @ devarj.com
