Many small business owners delay trade marking their business names – and other key business ‘marks’, like logos and catchphrases, only to regret the decision when legal challenges arise. Failing to act early in the trade marking arena can be costly, time consuming and may cause confusion that impacts your business’ growth. Your organisation’s trading name and logo are essential ways consumers and other companies identify your business and help create goodwill for your brand. Losing the opportunity to use these after you’ve built up goodwill is, therefore, very challenging and potentially expensive.
