When customers see your company name, your logo or your products, you would also like them to feel or associate something particular with them at the same time – like you do too. For instance, a particular make of car makes you think ‘reliable and economical’, while another has you dreaming of off-road trips in the desert. By purposefully building – or ‘loading’ – your brand you make sure it has a recognisable image or a clear message. A strong brand will help you distinguish yourself from your competitors. It also makes sure customers will remember you.
Building a brand starts with thinking about how you want customers to see you and your business. For instance, is your business a sustainable one? If so, people need to be able to see that in everything that has to do with your business, and that means also in the way you operate. It means that the choices you make really are environmentally friendly ones then, as well as making sure you have a company name that shows you stand for sustainability. So, you will also go for greener mobility, using an electric vehicle when you visit customers, not a mini-tank that runs on diesel. Yes, even small details can impact how people see your brand. Your brand tells a story. If your story doesn’t hold up, it will undermine the strength of your brand.
Working together for a strong brand
Building a brand is not something that you just do. It requires strategy and a consistent approach. It's why many entrepreneurs work together with a marketing expert, who helps them position their brand in the market. These experts look to see how you can best translate the story behind your brand and communicate it to your target audience, as well as which channels would be best for you to use to reach your customers. Whether you make use of social media, come up with an eye-catching logo or work on customer experience, by adopting a smart approach you ensure your brand conveys a message that is clear and recognisable.
Register your trademark: it’s important
Your trademark only belongs to you if you register it. Let’s be clear: registering your trademark is not the same as registering your company name with the Chamber of Commerce or registering your domain name with your hosting provider. Only when you have registered your trademark is it the case that no-one else can use your trademark – your logo, for example – without your permission for the same or similar products or services.
Trademark registration: the best way to invest in your business
So, first and foremost, it would be sensible to register your trademark – and do it before you launch that cool PR-campaign to attract customers. In Belgium, the Netherlands and Luxembourg you register your trademark with BOIP, for the 3 Benelux countries together. Does it all seem a bit complicated? Actually, it’s ok really.
There is a useful 4-step guide for trademark registration on our website.
The costs are ok too. You can have protection from just € 244. Your registration is then valid for ten years and is also renewable.
