Building a brand is not easy. Not only does a brand need to definitively represent your product or service  in the minds of your customers, but it’s also something that will likely need to change and evolve as your company grows over the years and as times change.
For many companies, that means having the ability to expand into different product offerings or service areas beyond what the initial brand offered. A good example of this is Dunkin’ Donuts. It seems that in an effort to compete with other boutique coffee shops, the company made the choice to rebrand as “Dunkin’” so that they wouldn’t be viewed as just a doughnut shop in the eyes of consumers.
An Example of Branding with Future Growth in Mind
Being a new dad, I’ve recently come across the “Happiest Baby on the Block” brand, created by Dr. Harvey Karp. Dr. Karp started as a practicing physician and wrote the books, “The Happiest Baby on the Block” and “The Happiest Toddler on the Block.”
As his popularity and name recognition have grown, Dr. Karp has ultimately seized the opportunity to grow his brand into a one-stop shop for parents who want happy babies and kids. Just take a look at his website (www.happiestbaby.com), to see how he was able to make the transition from “author and doctor” to having a business that’s now completely separate from his medical practice.
The website itself serves as an information funnel, while also promoting products that are complementary to his advice in the book. For example, if you want to follow a specific sleeping method he teaches, you’ll be directed to Dr. Karp’s “SNOO Smart Sleeper,” a $1295 bassinet that automatically rocks a baby to sleep. Probably one of the smartest things he offers is a gift card; a great idea to gift to someone for a baby shower or otherwise. For an idea of how deep his branding goes you can click here to see a listing of his other trademarks for various goods and services associated with his Happiest Baby brand.
Is It Time to Play a Bigger Branding Game?
If you’re struggling to think bigger when it comes to developing your own brand so that you are also able to expand and evolve in the future, please feel to contact our intellectual property attorneys to schedule an appointment. It often helps to have an attorney who focuses on IP development and branding come on board during the planning stages to fully explore and evaluate future revenue streams you may not be currently thinking of. We’d be happy to meet with you at our office in Charleston, South Carolina or via phone or video conference  to help work through all of the possibilities.
 
DISCLAIMER: The information contained in this article is for informational purposes only and is not legal advice or a substitute for obtaining legal advice from an attorney