“Many startups make the mistake of ignoring the value of non-patent intellectual property…. A company’s brand can be immensely valuable in the marketplace.”
Integral to branding are trademarks, which identify and distinguish a company’s products. A trademark can be a word, symbol, slogan, design, or any combination of these. You will want to choose a trademark that is reflective of your value proposition and that is distinctive, yet easy to remember, so that it builds a strong association between your mark and your products. Typically, the more unique, the stronger the mark; descriptive names, surnames, and geographic names should be avoided.
Importantly, registering a business name with your state does not create (or protect) your trademark rights. Startups should make sure their name and any logos are cleared for commercial use prior to commercial launch. Comprehensive trademark searches are an important first step in the trademark process and are strongly recommended in most, if not all, cases. If the terms and/or logos you are considering are available to use, you should try to register them as trademarks. In addition to preventing competitors from taking or using the company’s name (or your product names), trademarks help a young company create a unique and identifiable brand, building both visibility and value.
1. YOUR UNIQUE BRAND IDENTITY
Take a moment and think to yourself about the logo design for Target, McDonald’s, Coke, Pepsi, or Wendy’s. What all of these logo designs have in common is they are easily recognized globally, and they allow you to instantly connect with the company.
Brand identity is crucial when the business is first finding its way because you cannot separate your company by way of the logo, you are going to get lost in a crowded niche.
2. It Makes a Strong First Impression
Why is Logo Design Important? it’s the first thing that a potential customer will notice about your business, it is a point of recognition for clients and an important foundation for the branding of your company. It is often said that customers form an opinion about a company within seconds. logo is a company’s first introduction to consumers. If designed well, it can pique the interest of the public and invite them to learn more about the company if not, you’ve just alienated a potential customer base and basically tanked your business.
3. It’s the Foundation of Your Brand Identity
successful branding is about telling a story that will influence customers’ emotions – plain and simple. And, while it’s true that logo design is only a part of a company’s brand, it serves as the foundation for the entire narrative on which the brand is built. Colors, tones, fonts – all of this is determined by the story you’re trying to tell, and your logo sets the stage for this story. These elements will later translate from your logo onto all of your branding materials – letterheads, business cards, landing pages, you name it – creating a concrete, marketable brand identity.