In a recent panel discussion on brand protection, experts shared their insights into the crucial role of brand management in fostering business growth and ensuring long-term success. Featuring insights from Áine Kennedy, CEO and founder of The Smooth Company, and Paul Sheeran, Managing Director of luxury jewellers Paul Sheeran Jewellers, the panel explored the importance of IP protection, building customer loyalty, and leveraging social media to strengthen brand connections. Together, they highlighted that a well-protected brand is a significant business asset that grows in value over time.
It is a competitive market, a brand represents more than just a name or logo; it embodies the reputation, trust, and recognition a business builds with its audience. Entrepreneurs increasingly understand the value of intellectual property (IP) in protecting these brand elements, a shift partly inspired by popular media which has raised awareness of IP’s importance. There are more trade marks and designs being registered now than ever. The digital world we live in has meant that in many ways it is easier to copy the work of others. This together with the likes of TV programme Dragon’s Den, where the question of whether your name, logo, brand, design is protected is asked time after time, has meant that business owners have more understanding of IP and it’s importance. This awareness is critical, as a strong brand distinguishes a business, making it memorable to customers and enhancing its competitive edge.
Historically, brand protection was often seen as something only large corporations invested in, with smaller businesses feeling it was unnecessary or too costly. However, as brand recognition becomes a vital part of business success, protecting trade marks, slogans, logos, and even unique colours or sounds has become essential for businesses of all sizes. Brand protection not only ensures exclusivity but also safeguards what makes a business unique. For instance, while a business can trade mark a name like “Apple” for technology, attempting to trade mark “apple” for the fruit would be restrictive. Effective IP protection clarifies these boundaries, adding significant value to a business.
The Benefits of Brand Loyalty and Customer Trust
A loyal customer base offers benefits that extend beyond immediate sales. Áine Kennedy of The Smooth Company shared how building a personal connection with customers on social media helped her brand gain over 10 million views and customers across 56 countries. By documenting her brand’s journey on TikTok, she fostered a loyal following that valued her transparency and authenticity. When counterfeit products appeared, her customers alerted her, showing how brand loyalty can help guard against potential IP infringements.
Customer trust and brand loyalty create a strong bond, leading customers to feel personally invested in a brand’s authenticity and quality. For example, when McCambridge Bread faced legal challenges due to similar packaging from a competitor, loyal customers testified in court about mistakenly purchasing the competitor’s product. Their involvement underscored the brand’s reputation and demonstrated how trust can influence a legal outcome, protecting the business’s interests.
Managing Your Brand and the Brands You Represent
For some businesses, brand management involves protecting not only their own brand but also the reputation of other brands they represent. Paul Sheeran explained that customer trust is paramount, particularly in industries like jewellery, where brand loyalty often mirrors the trust placed in professionals like doctors or lawyers. This trust becomes a powerful differentiator, helping customers stay loyal even with global competition. “Once a customer trusts you, they’re unlikely to go elsewhere,” Sheeran shared, illustrating how brand integrity supports long-term client relationships.
Being Prepared to Protect Your Brand Legally
Defending a brand requires businesses to be fully committed to taking action. A proactive approach to IP protection can help prevent costly disputes and strengthen a brand’s standing. Often, issues are resolved quickly through early intervention, such as cease-and-desist letters or official warnings. For a business that is serious about protecting its brand, this determination can discourage others from infringing on its IP. A business must approach brand protection with absolute commitment and seriousness and that should be the case as your brand is the single most powerful asset driving growth and value in your business. Showing this seriousness sends a clear message to competitors that the brand is safeguarded and valued, deterring potential infringements.
How National Business Register Can Help Protect Your Brand
At National Business Register, we recognise that your brand is one of your business’s most valuable assets. Our team of IP experts can guide you through the complexities of brand protection. Whether you’re a start-up or an established business, we’re here to help you secure the unique aspects of your brand, ensuring it remains protected against imitation and misuse. Contact us to learn how we can support you in building a brand that’s not only memorable but also legally safeguarded. You can email us at info@nbrg.co.uk or calling 0800 069 9090.
