Trade mark trauma

While most business owners install alarms, lock their premises and have security personnel to secure their business, it’s the intangible assets—or intellectual property (IP)—that often gets left unprotected. And for many businesses, that’s practically leaving the front door open.

A trade mark is like the public face of your business as it identifies where the goods and services you provide come from. It differentiates you from other traders and is the way your customers will remember you and recommend you to others. Your IP represents your business and is the personality that consumers come to know and trust.

Security for this valuable business asset comes from registration and enforcement. While it’s not compulsory to register a trade mark to use it, it does give you an enforceable level of protection that you wouldn’t otherwise have.