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.