Your logo is a key element of your brand and business. As a result, you want to ensure that you are using your logo to its full potential to build a strong brand for your business. This will, in turn, secure future growth and success. Registering a trade mark for your logo protects your intellectual property and grants you exclusive rights to use your logo in the marketplace. This means other companies and other people cannot use your logo without your authorisation.

This article sets out some tips on how to make the most of your logo.

1. Ensure Your Logo Is Visible

Firstly, ensure that your logo is visible on all of your products and associated with the provision of your services. There are numerous ways you can display your logo. This can include on your:

  • website;
  • letterheads;
  • stickers;
  • email signatures;
  • envelopes;
  • presentations;
  • marketing materials;
  • invoices;
  • trade fair banners;
  • brochures;
  • receipts;
  • posters;
  • business cards;
  • merchandise;
  • packaging;
  • stationery;
  • clothing; or
  • social media accounts.

This will help customers recall and recognise your brand more easily, and will help your brand gain traction over time. The more visible your logo is to customers, the more powerful it will become as a branding tool.

2. Use Your Logo Consistently

Secondly, it is important to use your logo in a consistent manner. Your logo is a critical element of your visual identity and you want to build a strong visual identity for your brand. Therefore, it is important that there is consistency in the way you use your logo, whether it is on or offline. Being consistent will prevent confusing customers and help build stronger brand associations with your business.

In addition, it is a good idea to ensure that there is not only consistent use of your logo, but that it is also consistent with your message and brand values. This will further help customers to build stronger and more favourable brand associations. Ensuring consistency in the use of your logo will help you gain recognition and help you appear more professional.

3. Display Your Logo in New and Innovative Ways

Think of new and innovative ways of displaying your logo to give you an edge over your competitors.

For example, think about:

  • sponsoring events (e.g. a trade showcase);
  • teams (e.g. a local sporting team); or
  • charities or charity event in your local community (e.g. a charity raffle).

This will often provide you with the right to display your logo and promote your brand at those events. Ideally, you want to associate your brand with an event that resonates with your target audience and is consistent with your message and brand. You could incorporate this with branded merchandise, prizes or special offers.

Alternatively, you could also use your logo on branded merchandise to give away to your customers. For example, you can display your logo on everyday items to give away to your customers, such as:

  • mugs;
  • t-shirts;
  • keyrings;
  • lanyards;
  • stress balls; and
  • umbrellas.

Your customers will appreciate the freebie and your business will benefit from greater exposure. When it comes to using your logo at its full potential, continue to think outside the box to stay one step ahead of your competitors.

4. Rebrand From Time to Time

Finally, while building an easily recognisable and consistent brand is important, do not be afraid refine and refresh your logo from time to time. Rebranding allows your company to keep up with changes in societal needs and wants. Some of the world’s most recognisable brands have logos that were developed over time, for example, Starbucks and Airbnb. However it is always important to rebrand strategically as it can be an expensive exercise and can cause more harm than good if poorly executed.

5. Register A Trade Mark For Your Logo

Registering a trade mark for your logo will help protect your brand in the market. Your brand is one of your most valuable intangible assets, and you want to prevent your competitors stealing it. By registering a trade mark for your logo, you prevent others from using your logo without your authorisation. As a result, they will be unable to use your logo, a key symbol and visual representation of your brand. In order to make the most out of your logo, you need to ensure you are the only company using it in the market.

Key Takeaways

As a business owner, it is easy to allow brand building and protection fall down the priority list when competing with priorities such as revenue raising. However, you have invested time and money in developing your logo and brand. Considering ways to get the most out of your logo is time well spent and will pay dividends in the future as your business grows.

Remember that a logo is more effective when it is:

  • visible on all your product and service offerings;
  • used in a consistent way and is aligned with your values and messaging;
  • used in new and innovative ways that distinguish you from your competitors;
  • refreshed and refined over time as part of a long-term rebranding strategy; and
  • registered as a trade mark.

If you have questions about registering a trade mark for your logo, contact LegalVision’s trade mark lawyers on 1300 544 755 or fill out the form on this page.

About LegalVision: LegalVision is a tech-driven, full-service commercial law firm that uses technology to deliver a faster, better quality and more cost-effective client experience.
June Ahern

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