A ship needs several key elements to be seaworthy and withstand the risks and battering of being out at sea. On a recent trip to the Atlantic Ocean, I was struck by this metaphor – a brand also needs several key features to be “seaworthy” and withstand the uncertainties and dangers that lie ahead.

  • Proper use over time propels the brand, like the sails of a boat.
  • Trademark registration protects and guards the boat from obstacles, like the ship’s hull.
  • A name that is unique in the industry provides the keel, or foundation, that keeps the brand steady.
  • And finally, a captain who is a veteran and been on the route before with a similar ship is a great asset; much like experienced trademark counsel is for a brand.

Is your brand seaworthy? If you are missing any of these elements, contact me to discuss.


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