If you're just launching a new business, there are a few
things you need to consider before getting too far along in the
name game. Sure, you may have come up with what may well be
the most brilliant brand in existence. Ever. BUT,
before you go slapping that name on everything from shipping labels
to stationery, here are three important tips to guide you down the
path to building a strong and successful brand identity.
Trademark Tip #1: Clear your mark, clear your
mark, AND clear your mark.
By "clear" I mean hire an attorney -- with expertise
in trademark law -- to conduct a full trademark search that
contains third party references from a variety of resources
throughout the country, including federal, state, and common law
(unregistered) uses. Beware: a quick, or even not-so-quick
peek on the Internet is not sufficient. I understand that you
are likely watching every penny, but it's wise to spend a
little up front on proper trademark clearance to insure that
