Event Recording: Creating Brand Signals and Protecting Your Start-Up with Trademarks and Patents for Success
December 14, 2021
Hamilton Brook Smith Reynolds sponsored the virtual event titled, "Creating Brand Signals and Protecting Your Start-Up with Trademarks and Patents for Success," hosted by the MIT eForum on December 14, 2021. Mark Solomon, Principal at Hamilton Brook Smith Reynolds presented alongside Mark Gallagher, co-founder and brand expressionist at Blackcoffee Brand Expression, Jennifer J. Davagian, President & CEO at Cristcot, and Matt Zarracina, CEO at True Tickets. They discussed creating your brand signals, securing your trademarks and patents, and planning a preliminary patent strategy for start-ups.
Brand signals function as memory triggers: any tangible cue (sight, sound, touch, taste, smell, action, or ritual) that directly equates to a brand. Brand signals identify and differentiate the brand on two levels. These signals speak intuitively to consumers regarding the type of brand (price, quality, country of origin, etc.). They also contain learned meaning that directly equates to the brand, allowing consumers to identify one brand from another via name, logo, and packaging.
These brand signals are an essential part of a company’s intellectual property and are, especially at the early stage, often a start-up’s most valuable asset. Whether raising capital, increasing valuation, or positioning your product in its market, how you develop value and protect your intangible assets can make the difference between success and failure.
This presentation will address creating your brand signals, securing your trademarks and patents, and planning a preliminary patent strategy. We will cover often overlooked traps that can undo your business objectives.
This presentation will also address issues such as:
- Steps for creating compelling brand signals
- Pros and cons of different trademarks
- Forms of intellectual property that will support the positioning of brands and products
- Thinking beyond the trademark and domain to consider phonetics and related meaning
- How trademarks allow you to protect your brand image through logos and brand quality
- Patents that protect your innovation before public disclosure of products/services
- Agreements with employees and third parties to protect against theft of your intellectual property