{"id":61379,"date":"2016-05-25T01:02:00","date_gmt":"2016-05-24T15:02:00","guid":{"rendered":"https:\/\/problogger.com\/?p=61379"},"modified":"2016-05-31T20:58:10","modified_gmt":"2016-05-31T10:58:10","slug":"register-trademark-without-hiccups","status":"publish","type":"post","link":"https:\/\/problogger.com\/register-trademark-without-hiccups\/","title":{"rendered":"How (and When) to Register a Trademark Without Hiccups"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\"><em><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-61383\" src=\"https:\/\/i0.wp.com\/problogger.com\/wp-content\/uploads\/2016\/05\/hammer-802301_1920.jpg?resize=1920%2C1440&#038;ssl=1\" alt=\"hammer-802301_1920\" width=\"1920\" height=\"1440\" srcset=\"https:\/\/i0.wp.com\/problogger.com\/wp-content\/uploads\/2016\/05\/hammer-802301_1920.jpg?w=1920&amp;ssl=1 1920w, https:\/\/i0.wp.com\/problogger.com\/wp-content\/uploads\/2016\/05\/hammer-802301_1920.jpg?resize=300%2C225&amp;ssl=1 300w, https:\/\/i0.wp.com\/problogger.com\/wp-content\/uploads\/2016\/05\/hammer-802301_1920.jpg?resize=768%2C576&amp;ssl=1 768w, https:\/\/i0.wp.com\/problogger.com\/wp-content\/uploads\/2016\/05\/hammer-802301_1920.jpg?resize=1024%2C768&amp;ssl=1 1024w, https:\/\/i0.wp.com\/problogger.com\/wp-content\/uploads\/2016\/05\/hammer-802301_1920.jpg?resize=473%2C355&amp;ssl=1 473w, https:\/\/i0.wp.com\/problogger.com\/wp-content\/uploads\/2016\/05\/hammer-802301_1920.jpg?resize=133%2C100&amp;ssl=1 133w, https:\/\/i0.wp.com\/problogger.com\/wp-content\/uploads\/2016\/05\/hammer-802301_1920.jpg?resize=70%2C53&amp;ssl=1 70w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" data-recalc-dims=\"1\" \/>This is a guest contribution from\u00a0<\/em><i>Jeanette Jifkins of <\/i><a href=\"http:\/\/onyxonlinelaw.com\/contact-us\/\"><span class=\"s3\"><i>Onyx Online Law<\/i><\/span><\/a><i>,<\/i><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The best brand name in the world isn\u2019t worth anything unless it helps you make money. So why would you trade mark your name before you even know if you have a business? <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">If you talk to lawyer who spends their working life immersed in IP law (intellectual property law), they usually want you to register your trade mark without delay. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Let\u2019s be practical here. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">If you\u2019re starting a business, the best place to start is making money. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">If you\u2019re not making money, doing business is going to be hard work and not a lot of fun.<span class=\"Apple-converted-space\">\u00a0 <\/span>Registering a trade mark is probably not your best top priority! <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Here\u2019s some food for thought:<\/span><\/p>\n<ul>\n<li class=\"p1\"><span class=\"s1\">November 2001 &#8211; <em>Facebook registered as a trade mark in France \/ EU<\/em><\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">February 2004 &#8211; <em>Facebook (as we know it) launched <\/em><\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">August 2005 &#8211; <em>Facebook registered as a trade mark in Canada<\/em><\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">February 2006 &#8211; <em>Facebook trade mark registered in Australia<\/em><\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">May 2009 &#8211; <em>Facebook trade mark registered in South Africa <\/em><\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">November 2011 &#8211; <em>Facebook trade mark registered in the United States<\/em><\/span><\/li>\n<\/ul>\n<p class=\"p1\"><span class=\"s1\">Your brand protection can be a gradual process.<span class=\"Apple-converted-space\">\u00a0 <\/span>So where do you start when trying to decide \u201cTo register, or not to register?\u201d.<\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\"><b>Step 1:\u00a0<\/b>Is your brand capable of trade mark protection?<\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Huh? Let me explain. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">If commonly used words and expressions were capable of trade mark protection, there would be a lot of businesses unable to explain what they do.<span class=\"Apple-converted-space\">\u00a0 <\/span>If you could trade mark words like \u2018bakery\u2019 or \u2018auto-repair\u2019 or \u2018blogger\u2019 then other people doing the same thing would not be able to use those words in business and we\u2019d all end up in a pickle. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Some general rules are:<\/span><\/p>\n<ul>\n<li class=\"p1\"><span class=\"s1\">You can\u2019t trade mark a protected term, like \u2018Olympics\u2019<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">You can\u2019t trade mark commonly used terms that other people in the same business are likely to want to use (a recent Australian case said a cemetery trust could not trade mark \u2018Memorials@Home\u2019 because any business providing services for the families of deceased relatives might want to use the expression \u2018memorials at home\u2019 in describing their services.)<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">You can\u2019t trade mark purely descriptive or geographic terms, like \u2018New York Deli\u2019 because there is nothing distinctive in the name that would differentiate any one deli in New York from any other deli in New York<\/span><\/li>\n<\/ul>\n<p class=\"p1\"><strong><span class=\"s1\">So, what you can do is use a common word or phrase to differentiate a product or service from other businesses in the same industry where that would be unusual, like:<\/span><\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\">Apple for computers<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Jockey for underwear <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Miller for beer, and<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Puma for shoes<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">There are also times where a word that started as a trade mark has become a commonly understood term and is no longer capable of protection. Words that have become synonymous with what they are, like:<\/span><\/p>\n<ul>\n<li class=\"p1\"><span class=\"s1\">Post-it notes<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Jacuzzi<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Band-Aid<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Mumpreneur. <\/span><\/li>\n<\/ul>\n<p><span class=\"s1\">One of my accountant friends rang me the other day and said his client had applied to register a trade mark and been knocked back, and asked if I could help. Unfortunately, the name they tried to register was along the lines of \u2018&lt;town name&gt; auto repairs\u2019, which is why it did not get through examination. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">So, once you think you have something that can be registered, what next?<\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\"><b>Step 2:\u00a0<\/b>Does your brand have value?<\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Not every brand name makes a difference to how much money the business can make. It depends upon how you are set up and what you do with your business. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Think about what your raving fans, followers or customers are going to look for when they search for you. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">If people follow you based on your name, then your name will have more value than a brand name. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">If people find you based on your product or service, and your brand does actually differentiate you from the competition, then there might be value worth protecting in your brand. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Whatever avenue people use to find you is where you have greater value. ProBlogger is a great example. Some people will be looking for Darren Rowse, other people will be looking for ProBlogger.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">As bloggers, your personal identity might be what attracts your audience rather than the business you are building. So before racing out and registering anything, think about where the value lies. <\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\"><b>Step 3:<\/b>\u00a0Is there anyone else out there using your brand, or likely to?<\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">What is your risk, really? <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Back in 2011 a client of mine had a domain name that included the brand name of a product they sold. The brand name was registered in the United Kingdom as a trade mark of their supplier. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">So far, so good. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Unfortunately, there was also a United States based supplier with the same brand name registered as a trade mark there. The US company came to Australia in 2013 and registered the trade mark without the knowledge of my client or their UK supplier. They then pursued my client for breach of trade mark. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Leaving aside all the technical legal arguments that were open to my client, we looked at the business from a practical perspective. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Sure, my client could have spent $150,000 and three years in court proceedings to prove their entitlement, but when we looked at the business, all the customers came through the email list and not through the website. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The customers were interested in the product, but the business came through their relationship with my client. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">So we rebranded the business and trade marked the new brand, had a new website built with a domain name that didn\u2019t include a trade mark and transferred all the customers over to the rebranded business within 90 days. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">My client kept the business, protected it for the future and didn\u2019t spend a fortune of time or money in legal dispute. We even had the US company buy the domain name for $3,000. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">In that case, if my client had registered the brand as a trade mark in Australia, knowing it was registered elsewhere in the world, they would not have had to rebrand and may even have had an offer to licence or purchase the use of that brand by the US company. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Look around! <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Is there anyone else in the world using a brand or trade mark similar to yours, in the same industry? <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">If there is someone out there, what are the chance they, or someone else, wants to bring that business to your country?\u00a0<\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\"><b>Step 4:<\/b>\u00a0Is there any other form of protection in place? <\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Many people don\u2019t realise that a stylised design might already have copyright protection. Copyright protection is automatic on the creation of something creative. So a logo or design could already have copyright protection. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The creative input into the logo doesn\u2019t have to be extensive, but it does have to be more than your business name in a font that can easily be downloaded by anyone, no matter what colour you make it.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The ProBlogger \u2018P\u2019 in a circle has enough creativity to it to be capable of copyright protection, which does not have to be registered. That logo is also capable of trade mark protection. <\/span><\/p>\n<h2 class=\"p1\"><span class=\"s1\"><b>Step 5:<\/b>\u00a0Is now the right time? <\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">There is so much to do in your business every day and trade mark registration can take months. If you are interested in protecting your trade mark, but just not organised to go through the process yet, consider putting <\/span><span class=\"s2\"><sup>TM<\/sup><\/span><span class=\"s1\"> after your brand name or logo. You can use the <\/span><span class=\"s2\"><sup>TM<\/sup><\/span><span class=\"s1\"> symbol before you register a trade mark and the \u00ae symbol after you have it registered. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The <\/span><span class=\"s2\"><sup>TM<\/sup><\/span><span class=\"s1\"> symbol lets people know that you do intend to take action to protect your trade mark. The \u00ae lets people know your trade mark is actually registered. Once your trade mark is so well known that no one would try and use it (like Google and Facebook) then you don\u2019t need to put anything with it at all! <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\"><i>Jeanette Jifkins is the founder and Principal of <\/i><a href=\"http:\/\/onyxonlinelaw.com\/contact-us\/\"><span class=\"s3\"><i>Onyx Online Law<\/i><\/span><\/a><i>, an Australian based law firm with the focus of supporting businesses with an online presence. Read more about using trade marks online <a href=\"http:\/\/onyxonlinelaw.com\/trade-marks-in-keywords-metatags\/\">here.<\/a><\/i><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is a guest contribution from\u00a0Jeanette Jifkins of Onyx Online Law, The best brand name in the world isn\u2019t worth anything unless it helps you make money. So why would you trade mark your name before you even know if you have a business? If you talk to lawyer who<a class=\"more-link\" href=\"https:\/\/problogger.com\/register-trademark-without-hiccups\/\"> &#8230;more<\/a><\/p>\n","protected":false},"author":136,"featured_media":61383,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21,27],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How (and When) to Register a Trademark Without Hiccups<\/title>\n<meta name=\"description\" content=\"This is a guest contribution from\u00a0Jeanette Jifkins of Onyx Online Law, The best brand name in the world isn\u2019t worth anyt.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/problogger.com\/register-trademark-without-hiccups\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How (and When) to Register a Trademark Without Hiccups\" \/>\n<meta property=\"og:description\" content=\"This is a guest contribution from\u00a0Jeanette Jifkins of Onyx Online Law, The best brand name in the world isn\u2019t worth anything unless it helps you make money. 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