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The long road to registering a brand – from ™ to ® #girlpowertips

In the growing world of manufacturing hemp products, the central element that most companies have control over (other than a product’s quality) is branding. Building brand awareness for a startup is a long road, but it gets even more complicated in a fast-paced industry with a regulatory landscape that changes by the minute. Every industrial hemp related brand on the planet is competing to capture customer loyalty and over time to become an oh so coveted "legacy brand."  So, what’s the good news?  The green rush has just begun and there is plenty of blue sky when you begin your journey with trademark registration at the center of your branding strategy.  



Early sketch exploration on CBD&ME® visual identity, circa 2017.


First, in order to make a brand stand out in a cluttered category, consumers need to know more about what’s behind the product name or ingredients listed on the label. That’s where trademarks come in. Trademark registrations distinguish a product’s name, brand identity and packaging design. When this is done with authenticity, it instantly communicates to consumers THIS brand is a source of a quality goods. For some companies, trademarks may be simply a brand’s name and or logo. For others, a trademark may include a tagline or unique typography and color scheme combo that resonates with targeted customer segments. When trying to get your products to market, taking the additional step towards registration may seem like an afterthought. It shouldn’t be.


Here is why it’s worth it in a single word… equity.


Secondly, when you work hard to create something, it is worth protecting even when protection feels out of reach. Of course, this is a universal truth. But for some reason, the stigma that plagues our industry makes young companies want to cut corners and skip the long road to registration. Bad idea.