Business Smarts - Protecting Your Brand

Have you made it easy for strangers to hijack your brand?   
It’s often said that branding is storytelling, and it’s a dead-on statement.  You wouldn’t ask a stranger with bad intentions to tell the story of your business.  But that may be what you’re doing if you don’t take steps to protect your brand identity.  Your trademark – the embodiment of your brand - is the place in the mind of a consumer that links your brand to your business.  If the brand is not protected, this connection can be lost or needlessly muddled.  High stakes indeed.   
In this fast-paced session, we’ll discuss - 

• what a trademark is (and isn’t),  
• how to start out a business on a solid trademark footing, 
• what it means to register a trademark – and how to do it, 
• steps to take to be vigilant about infringement, 
• ways in which brand value can be corroded from within, 
• how domain names fit into the brand equation, 
• what brand protection means in a post-pandemic world that’s driven by e-commerce and affected by social media influences, 
• five brand protect takeaways to start your Friday.