Specialisation in developing " guided New Trade Mark.


Wednesday, November 04, 2015

Do’s and Don’ts in Branding a Startup

7 To Do’s for Startup Branding

Define yourself and your product

Before you go out to your customers be specific and honest regarding your purpose. What are you going to provide? Clearly define your product/service in detail. Think what are the benefits for the potential customer, what’s the need that you cover.

Know your customers

… and know them better then anyone else. Know their needs, their habits, their way of life. Every decision you make from the style of your homepage to locations of your ads will depend on who you are targeting. This is not simple task, but it must be done. Start by describing for yourself the person who would be most likely to need your service or product.

Position yourself and your business

Who are your competitors. How are you satisfying your customers better/different that your competitors

Maintain Offline Marketing

Studies show that the best way to build a strong brand is to incorporate both on and offline marketing. Use the offline marketing to support your website by always placing your URL on your printed materials.

Interact with Customers

The Internet has made communication instantaneous and simple. You can communicate with customers, asking them for their feedback and answering their questions. This is only a good thing if you intend on responding to the needs that your customers take time to share with you. So make yourself available, and respond quickly to show that you value your customers.

Concentrate on one domain, not 10.

A lot of people think that developing a strong brand means keeping your site extremely narrow in topic scope. As a result, they decide they’ll need 10 sites to cover all their related topics rather than just one. But ‘branding’ means much more than being narrow in focus. So get the full benefit of all your marketing and promotion efforts by focusing on one slightly broader domain rather than breaking your topic into 1.

Become THE Authority

If you print business cards, then your site should have all of the information required for uploading and ordering the printing of business cards. But do not stop there. Offer your customers tips and insider tricks for creating the best business cards. You can start forums and information sharing on your website. The object is to make your website the place to go whenever someone wants to know anything about business cards.

Startup Branding Mistakes

Believing that Brand Matters more than Product or Customer Service

Never ever put your branding in front of your product or service. Your product is the star, branding is a help, a tool to place it in the mind of your audience. Never launch an “unfinished” product thinking that branding will keep it alive until you polish it. Never start promoting the product until it’s ready to go up on the stage.

When folks say “We need to market more like Apple” often what they are getting at is that people will buy Apple products, even if they are more expensive and have lesser features, because of the Apple “brand”. But startups would be foolish to think that they can win in the market with inferior, more expensive products because their marketing looks better. Apple didn’t.

The beautiful marketing alone without highly differentiated products, a great in-store customer experience, the reputation they have built over decades for innovative, easy to use products, etc. etc. would not have been enough.

There’s no shortcut to building a great brand. You still have to do the work of building products that people love and providing customers with service that keeps them happy over time.
If you do a great job with customer service and product, later on when you are flush with cash, you can hire some fancy consultants to come in to give your brand a face to match its soul. Your company isn’t Apple. At least not yet it isn’t.

Ensure That Your Startup Can Deliver!

Your brand is the set of promises that people associate with your product/business. At this stage in your company, you should be aware of what promises you want people to believe and perceive.
There is absolutely no point in spending scarce resources to develop an image which your business can’t live up to. While, there are definitely some aspects to a brand which are influenced purely by design, there is another aspect which is far more important as it is dictated by the performance of the business. Do not waste time and energy in building a certain brand image that does not reflect the true capabilities of your startup business – this is equivalent to shooting yourself in the foot! If you stick to what is realistic and consistently strive to build brand awareness within the marketplace – your business should reap the benefits.

Branding is important but not as important as releasing rev 1.0 and getting customers. Your initial customers, really don’t care about your brand — they care about your product.

Believing that you have Control over your Brand

Again, your brand is what people believe about your company, and it’s products. As such, it’s something that a company can try to steer in a direction but buyers will ultimately control. For example, in the past week I’ve heard Microsoft described as “evil”, IBM as “stodgy”, Oracle as “mean”, and Apple as “arrogant”. I’m sure none of these companies is spending marketing budget to support these. What a market decides your brand is about is the direct reflection of their experiences with your product and company. By focusing on those you are focusing on your brand.

Confusing Branding with Design (and Forgetting about Awareness)

Design (particularly for your website) is important because it has a direct impact on your conversion rates and how easily people can find what they are looking for. Branding on the other hand is about what people believe about your company, product and/or services. For most startups, the problem is not that people have misconceptions about your brand, it’s that they don’t think about you AT ALL. If nobody ever finds out about you, your beautiful logo, amazing crafted “brand values” and meticulously thought-out “brand image” won’t matter (please note: Apple does not have this problem). In order to have a brand, you need to be known. The best way for small companies to get known is to have an offering that a market loves (and ideally loves to talk about).

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OBJECTION MATTERS - (understanding why a mark being objected)

(Manual of Trade Mark Law & Practice in Malaysia)

In deciding any question of possible conflict between two application or between an application and a registered trade mark , there are two main factors before raising an objection under this Section 19(1)and (2). These are :

- whether the marks are identical or so nearly resemble each other as to be likely to deceive or cause confusion ; and

- whether the marks are used on the same goods or services , the same description of goods or services , or whether the goods and services are closely related.

* When comparing cases, Examiners should always consider each mark as a whole. It is clear that marks are identical if they are the same in every detail when compared side by side. The test for deciding whether the marks so nearly resemble each other are established in case of law as below:

1. Imperfect Recollection
2.Appearance and Sound
3. Essential Feature
4.Composite Marks
5.Idea of Marks
6.Device Marks
7.Related Marks - confusion
8.Contextual Confusion of Marks
9. Comparing Goods and Services
10.Cross search
11.Co-pending Conflicts
12.Conflicting Marks
13.House Mark

Dalam lain perkataan , sekiranya permohonan anda dibantah di bawah Section 19(1) dan (2) , bermakna Pemeriksa telah membuat pemeriksaan bagi semua di atas dan salah satu tidak memenuhi syarat yang diperlukan. Jadi kalau anda lepas dari No. 1 - 13, mereka akan "proceed" permohonan anda .

About this blog

email : rozarita@rozaritakamal.com
website : www.rozaritakamal.com

Apa itu Trade Mark/ Jenama ?
Mengapa ia penting?
Bagaimana membina jenama yang baik?
Mengapa tempuh untuk mendapatkan sijil sangat lama?
Adakah kos mendaftar sangat mahal?

Tahukah anda perlindungan Trade Mark bukan seumur hidup anda tapi selama-lamanya....

Anda penjual burger, nasi lemak, kain batik, belacan, katering, tailor, tuition center, tadika, salon, kedai runcit, restoran , kedai makan, penjual pakaian, tukang masak, rumah percutian/hotel, spa, beauty centre, kedai buku...

Anda adalah termasuk dalam golongan yang memerlukan perlindungan JENAMA.

Blog saya adalah kisah kisah yang saya lalui dalam dunia penjenamaan, apa yang saya lihat dan apa yang boleh kita lakukan . Mungkin usaha ini akan meningkatkan kesedaran tentang kepentingan Harta Intelek dalam setiap perniagaan.

Kos asas untuk mendaftar JENAMA - approx RM2,500.00
Tempuh perlindungan = 10 tahun.

Kos renewal - approx RM1,000.00
Tempuh perlindungan = 10 tahun

(setiap 10 tahun anda cuma perlu "renew" sekali untuk 10 tahun berikutnya)


Brand Finance defines brand as “trademark and associated goodwill.”

Its methodology is based on determining the economic value of a trademark by applying the company’s royalty rate to future revenues attributable to the brand over a five year period.

Therefore, under its definition of brand, the valuation of a trademark and a brand is the same thing.

- Sean Stonefield , Forbes staff