Searching for the perfect trademark? Your brand identity usually begins here and it’s the first connection you have with prospects so it’s worth investing some time and brain power to find the perfect name and mark. Through this process, it’s important to avoid some common pitfalls that could have disastrous consequences for your business down the road. With that in mind, here’s a list of what NOT to do in your branding process!
1. Say Nothing.
What does your trademark say about your business? Does it evoke a feeling, a mission, a description?
Too often, businesses choose names that sound “corporate” without conveying anything at all about their brand. For instance, Andersen Consulting had to ditch their name due to the departure of Andersen from the company and promptly rebranded as Accenture.
It was meant to be a play on “Accent on the Future,” but really? Who got that? Time’s editors called it “one of the worst rebrandings in corporate history.” According to Frankel, it sounds like the quintessential, meaningless, “big corporation” name. “It tells the customer nothing” she said.
Blackwater is a private security firm that also attempted a rebranding effort, but failed miserably. After a public relations nightmare where Blackwater contractors were accused of murdering Iraqi citizens, executives attempted to rename the company Xe (pronounced Zee) because it had no previous connotations. Unfortunately, this nonsense name (and the fact that many didn’t know how to pronounce it) meant that people still referred to the company as Blackwater. They eventually went on to rebrand a second time, becoming Academi.
Lesson learned? Say SOMETHING with your name. What a waste of an opportunity to do anything otherwise.
2. Neglect the Research.
So you’ve narrowed the list to a few possible trademarks. Have you done the research? Have other companies claimed that name or mark? Perhaps a variation of the name? A different spelling? All of these things could lead to the rejection of your name by the Secretary of State or USPTO. If you do business in more than one state (or you plan to expand territories) have you performed a national search for your selected trademark?
Even if your trademark is available, be sure to check how it relates to the consumer’s culture. Many issues can arise, especially if your brand is international. For example, Mazda made a serious misstep in naming their SUV crossover LaPuta. (Spanish translation: “the whore.”)
You may have also seen the recent change made by the SciFi network to SyFy. The reasoning is because SciFi is a genre and therefore, not trademark-able. The unique spelling of SyFy allowed the network to trademark the name; however, someone failed to point out that syfy is slang for syphilis.
3. Ignore Feedback.
Everyone has an opinion. Some are valid. Before moving full speed ahead, consider taking a poll and gaining valuable insights into the way potential customers will view your business based on your trademark. Of course not everyone will approve. Almost everyone will have an alternative opinion. Just remember that it’s your business. You have to live with the brand identity so you’d better love it!
If you are considering rebranding then consumer feedback is particularly important. In 2010, Gap decided to release a brand new logo design and the backlash was intense.
Loyal Gap customers were outraged and let them know via social media (including this parody Twitter account). After the logo release, it took only six days for Gap to reverse that rebranding decision stating: “Ok. We’ve heard loud and clear that you don’t like the new logo. We’ve learned a lot from the feedback,” the company said on its Facebook Page. “We only want what’s best for the brand and our customers. So instead of crowdsourcing, we’re bringing back the Blue Box tonight.”
Smart decision on their part. Unfortunately, Tropicana’s rebranding debacle didn’t reverse quickly enough and they only learned their lesson when revenues dropped 20%!
Most recent rebranding debacle? Have you seen the new state of TN logo?
A huge hubbub was heard when citizens learned that it cost $46,000 to design this simplistic logo. It was recently rejected from the USPTO as a registered trademark due to the fact that the logo is “primarily geographically descriptive.” It appears that Gov. Bill Haslam will continue to defend the rebranding effort and offers no sign that the rejection of this design by the people of Tennessee will be taken into consideration.
4. Fail to Protect.
Finding that perfect trademark is a process. A long process. You may go through hundreds or thousands of ideas before finding one that is both desired and available. Once you find that perfect mark it’s definitely worth the time, effort, and investment to protect it!