Vaccinate Your Brand

Updated: Feb 4

I know no one wants to talk about 2020 anymore. But there’s a lot we’ve learned in the past year. Businesses have innovated and adapted to the havoc that COVID-19 wreaked in our personal and professional lives. Along with innovation came the creation of new businesses, products, services and brands.

While most businesses adapted and pivoted just to stay afloat, some actually discovered a successful business model. During all this chaos, small businesses may not have seen brand protection as a crucial legal issue. But it is imperative that businesses secure their brands through trademark registration. Trademark registrations are like vaccines that protect and immunize your business from unknown risks (For those that don’t believe in vaccines, don’t worry, this vaccine won’t otherwise impact your business health). Businesses that already have trademark protection need more than ever to monitor their rights and ensure that they keep them in good shape until the economic downturn caused by the pandemic passes.

Every trademark registration covers a certain set of goods/services. If your business has adapted during the pandemic to offer and sell different products and services, then you will need to add them to your trademark portfolio. Last year, we saw restaurants starting to sell meal kits and gourmet foods. While they may have a trademark registration for restaurant services, they will need to add meal kits and retail store services to their trademark registrations. Similarly, gyms may have a registered trademark covering fitness centers or gyms, but not online fitness classes or yoga or meditation. While the USPTO does not allow additions or changes to an existing trademark registration, a new application will need to be made to encompass the new range of products or services.

For new businesses, they often find themselves caught in a situation where they’ve waited too long to register their business name or brand name as a trademark. They’ve invested thousands of dollars on marketing and promoting their business or brand only to find out that they are infringing on someone else’s trademark rights or that the name is not protectable as a trademark.

I recently had a client who had launched his tech startup, had invested $20,000 on marketing and promoting his business and then received a cease and desist letter from a competitor that his business name infringed on their pending trademark application. The question that usually comes up among startups is when is the right time to trademark a business or brand name.

A trademark application should be initiated before launching a business or brand. Although there are a few factors to be considered and steps taken before applying for a trademark.

  1. Trademark Search

The first thing to do once a business or brand name has been decided is to consult an attorney to determine if the name is available to be registered. There may be a trademark registration or a pending trademark application for the same or similar name in which case you may be infringing on a third party’s trademark rights.

Most times business owners do a Google search to determine if someone else is using the same name. But under trademark law, variations in spelling, addition or deletion of a word, and translation of the word in another language, are considered to be infringing if the sound, appearance and connotation are similar. For example, the word “Love” used in connection with perfumes/fragrances may be considered infringing on “J’Adore” for perfumes.

A trademark attorney can do a search to determine if there are any conflicting marks and whether you should invest further in the business or brand name. If the search shows that there are others in the industry who have filed or secured trademark registration for the same or similar name, it’s best to find another name.

  1. Determine if the Business Name or Brand is Protectible

Not all names are eligible for trademark protection under trademark law. Generic names like jewelry, photography etc. are generic terms which cannot be protected. Terms like “The Food Store” for a grocery store are descriptive and not eligible for protection.

  1. Common Law Trademark Rights

It is true that you acquire common law rights in a business or brand name by using it in commerce. But if you use your business or brand name first and another company registers the same name as a trademark before you, your common law rights will not prevent registration of that mark by another company. Once filed, the only way you can claim rights in the name is by filing an opposition or cancellation proceeding before the trademark office or suing the other company in a court of law. More importantly, a trademark gets an incontestable status after five years of registration. This means that it may be harder to revoke the registration and your common law rights may be limited to a specific geographic area in which you were doing business the date the other company’s trademark registered.

In some cases, companies enter into a coexistence agreement limiting and restricting each other’s rights to specific geographic locations, certain categories of goods and services and channels of trade. The best way to avoid all these troubles is to hire an attorney to do a search as early in the business as possible.

At Nupur Shah Law, we help business owners to protect their business and brand names and other intellectual property. We do a thorough search to determine your rights. Call us at 646-820- 1366 or email us at I am happy to have a complimentary conversation with you on how to secure your rights in brands, designs and products, and protect your business.

Working with an attorney to secure your business can help avoid trouble later on. Nupur Shah Law can help you if you have questions about your business.

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