A business’s brand is more than just its trademark. It’s really a reflection of its values, its employees and its customer’s perception of its products and services. But the main way that a business communicates about its brand to its customers, is through brand names and logos and slogans, which become trademarks. And of course, which I advocate, should be registered trademarks. So if you look at my Bold Brand Scoresheet, you can see that, to be a successful brand, from a trademark and marketing and legal perspective, I’ve created the scoresheet below. To be high scoring, the name not only needs to be creative, but it needs to be protected, and it needs to meet a few other criteria to make sure that your brand is living up to the power of its potential.

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