When my wife, Jackie, and I were in Paris on vacation, we toured some of the city's most famous fashion houses. Our guide ushered us behind the scenes at Louis Vuitton and told us all about how the company got its start. Its namesake craftsman sold his first travel trunks in 1859, and today, the brand's interlocking "LV" logo and distinctive brown-on-brown pattern are legendary.
But here's the strange thing: Our guide had a passion for fashion, and he wasn't impressed.
After we toured Louis Vuitton, he walked us to another store that he claimed made even higher quality bags, chests, and travel cases. He was right—the goods were superior, and the prices were lower! Still, there were lines around the block for Louis Vuitton and only one or two people browsing the more affordable shop.
For me, it was a great lesson in the power of an effective brand. Even though Louis Vuitton's product wasn't a match for the store around the corner, millions of people flocked there because they conflated the LV logo with luxury, quality, and class. I must be one of them because while I remember the tour of Louis Vuitton down to the dates, I can't even remember the other store's name!
If you want your business to rise to Louis Vuitton levels someday (and dread being the forgotten knockoff), you need to take this important step: Register a trademark for your brand, business name, slogan, logo, and anything else you want to protect from your competitors.
What is a trademark?
A trademark is a word, phrase, symbol, or design created to identify a source of goods or services. It can be anything from a company name to a logo to a jingle. Trademarks are important because they help consumers identify the products and services they want to buy.
What's the difference between a trademark and a copyright?
A copyright is used to protect an original work of authorship, such as a book, article, song, or painting. A trademark protects intellectual property like a word, phrase, symbol, or design created to identify a source of goods.
Why should I register my trademark?
Registering your trademark gives you several important rights:
- The exclusive right to use your trademark in connection with the goods or services you offer.
- The right to prevent others from using your trademark without your permission.
- The right to sue for damages if someone infringes on your trademark.
How do I register my trademark?
You can register your trademark yourself online or through the mail. However, it's important to note that the trademark registration process can be complex, and the United States Patent and Trademark Office (USPTO) rejects almost half of the applications it gets because they're done incorrectly. To make sure you file right the first time and protect your business as quickly as possible, you should work with a trademark attorney.
Contact us today
Copyrights and trademarks are one of my team's specialties. If you're interested in legal protection for your brand, please call us at 814-501-4588. We'd love to help you safeguard the company name and reputation you've worked so hard to build. -Adam Williams
