Your brand, your best investment

In the world we live in, we are used to identifying each of the products and/or services we use in our daily lives by a name or brand that we chose over others offered in the market.  However, we do this unconsciously, without stopping to value what lies behind each name – each brand.

BUT WHAT IS A BRAND? What drives us to chose a brand name of a product over another one of similar nature, with the same properties.

In our legislation, A BRAND name is defined as any identifying sign, symbol, or sentence companies capable of distinguishing their products or services produced, marketed, or provided by an individual or legal person from others identical or similar provided by another company.

Although we know and feel identified with brands, we even label some of them as favorites, we do not understand their true value, UNTIL WE decided to have a personal brand.

But in most cases, when we decide to be entrepreneurs and start working on our project, we are involved in various production, marketing, and advertising processes, which at that time we view as a priority, and we find endless legal requirements, whose paperwork overwhelms us, but we must comply, and we begin to prioritize our costs and investments, leaving the most important thing last: THE BRAND. As an expense that can wait ……

But what happens when someone says, YOUR BRAND? What is it? Do you have it protected? And usually, we say:  not yet, we have a lot of initial expenses so, we’ll let time pass because we doubt our success, and we better wait for the right moment to be able to start their proper protection.

WHAT USUALLY HAPPENS? Time passes and we gain customers. The consumer begins to identify us under a brand name, and this is when it begins: competition, similarities with other products and/or services, advertising, image, and even similar names. We decide to execute an action plan to defend our rights and, it is at that moment when we realize that we do not have protection. We envision a long journey without a future since we find brands with similar or equal names previously registered that enjoy a better right. Unfortunately, we understand that it was not an expense that could have waited. It was part of the INITIAL INVESTMENT we had to make, and now the time saved results very expensive, and we must start over again. We have only benefited our competitors.