Is being unique your ultimate goal in your business? How, exactly, do you stand out from your competitors and make sure that you remain a purple cow?
A crucial part of a business’ success is being distinctive and visibly different from its competitors. This is the main objective in creating business brand. Having a recognizable and distinctive name helps ensure you will be able to stand out from the crowd.
Distinctiveness is about the identifiers we use. These identifiers are how consumers recognise brands. They associate them with you. It’s your name, and brand elements you choose, such as your logo, any distinctive symbols, characters, shapes, sounds, colours etc.
When you’re creating your business' brand, understanding what competitors can and can't legitimately copy is key to creating a unique brand. Your focus should be as much on what to create as whether you can prevent copying of the elements you create..
That’s why creating slogans and taglines that are ownable is key to protecting our messaging strategy. We stand a greater chance of being associated with the message behind our strategy.
In today's fast-paced world, it is not enough to raise awareness of how we differ. We need to know and understand about intellectual property rights, and how this can help us achieve design choices that set us apart from competitors.
In this episode I touch on the laws governing the ownership of ideas and trademarks, as well as how to use them to protect your brand. I discuss:
- Two components for a business to stand out
- Difference between personal and business brands
- Intellectual Property
- Concept of distinctiveness
- Popeye the sailor
- How important trademark rights are in protecting business brands
- Famous personalities and their distinctiveness/uniqueness
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