As a new entrepreneur, building your brand identity is an exciting journey filled with creativity, strategy, and ambition. But amidst all the excitement, it’s crucial to remember that protecting your brand from day one is just as important as creating it. Here’s why safeguarding your brand’s identity should be at the top of your priority list, with examples of how things can go right—or very wrong.
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1. Secure Your Social Media Handles
What Went Wrong:
Sarah, an up-and-coming fashion designer, chose a unique name for her brand identity, “Eleganza Wear.” She was so excited to launch her business that she overlooked securing her social media handles. By the time she went to create her Instagram and Twitter accounts, she discovered that another user had already claimed the handle @EleganzaWear. This user, who wasn’t even in the fashion industry, refused to sell the handle, leaving Sarah to choose a less-than-ideal alternative like @EleganzaWear_Official. This inconsistency across platforms confused potential customers and made it harder for her to build a cohesive online presence.
What Went Right:
In contrast, Mark, a tech entrepreneur, came up with the brand identity “InnoGadget” for his new line of innovative tech accessories. Before finalizing his brand identity, he did a quick check on all major social media platforms and secured the handle @InnoGadget on Twitter, Instagram, and Facebook. This consistency in branding helped Mark create a seamless online presence from day one, making it easy for customers to find and connect with his brand across multiple platforms.
2. Register Your Domain Names
What Went Wrong:
John, an aspiring entrepreneur, launched a local coffee shop called “JavaWave.” He focused on perfecting his product and interior design but delayed registering his domain name. When he finally decided to create a website, he was shocked to find that JavaWave.com was already taken by an unrelated business in another country. John was forced to choose a different domain, JavaWaveCafe.com, but the damage was done—customers who searched for his brand identity online often ended up on the wrong site, leading to lost business and a muddled brand identity.
What Went Right:
Emily, a small business owner, came up with the name “CraftyNest” for her handmade home decor shop. Understanding the importance of a strong online presence, she registered CraftyNest.com along with CraftyNestShop.com and CraftyNestDecor.com, anticipating future growth. Emily also secured alternative domain extensions like .net and .co to protect her brand identity further. As a result, when her business began to grow, she had complete control over her online presence and didn’t have to worry about customers being misdirected.
3. Conduct Thorough Research Before Deciding on a Brand Name
What Went Wrong:
Tom, an entrepreneur passionate about fitness, decided to name his new workout app “FitFlex.” He didn’t conduct any legal checks, confident that the name was unique. After launching his app and investing in marketing, Tom received a cease-and-desist letter from a large fitness equipment company that owned the trademark for “FitFlex” in the same industry. Tom was forced to rebrand entirely, which involved renaming the app, redesigning the logo, and relaunching the marketing campaign—an expensive and time-consuming ordeal.
What Went Right:
Anna, who was starting her own skincare line, decided to name her brand identity “GlowEssence.” Before moving forward, she conducted thorough research, including trademark searches, domain availability checks, and social media handle searches. She discovered that “GlowEssence” was available, but “GlowEssence Skincare” had already been trademarked. Anna pivoted to a different name, “Luminous Glow,” which was fully available across all platforms. By doing her homework, Anna avoided potential legal issues and was able to build her brand confidently from day one.
4. Avoid the Cost of Rebranding
What Went Wrong:
Rachel, a new entrepreneur, started a baking business called “Sweet Treats.” She didn’t think much about brand identity protection, focusing instead on perfecting her recipes. A year into her business, she discovered that another bakery with the same name had been in operation for several years and held a trademark for “Sweet Treats.” Faced with a legal battle she couldn’t afford, Rachel had no choice but to rebrand entirely. The rebranding process was costly, confusing to her customers, and significantly impacted her sales.
What Went Right:
David, launching a photography business, initially considered the name “Perfect Shot.” However, after conducting research and consulting a trademark attorney, he learned that the name was already in use by several companies. Instead of proceeding with “Perfect Shot,” David chose “CrystalLens Photography,” a name that was available and unique. By avoiding a potential conflict from the start, David saved himself from the significant cost and hassle of rebranding, allowing him to focus on growing his business without disruption.
These virtual examples highlight the importance of being proactive in protecting your brand. By securing social media handles, registering domain names, conducting thorough research, and avoiding costly rebranding, you set your brand identity up for long-term success and stability.
If you have questions you can connect with my team.
The brand names mentioned in this content are intended to be purely fictional and are used solely for illustrative purposes. Any resemblance to actual brand names or entities is purely coincidental. If any real brand or company believes their name has been inadvertently referenced and wishes to raise concerns or objections, please contact me directly. We will address the issue promptly and make any necessary adjustments.