Trademarks are not just legal tools; they’re the signals of your brand’s identity in a sea of competition. But as your business evolves, so too should your trademarks. Here’s how to know when it’s time to consider expanding your trademark coverage to keep your brand’s protection robust and relevant.

New Logos or Branding

Your trademark is the flag your business flies. If you decide to redesign this flag, it’s crucial to update your trademark registration to match. This isn’t just a cosmetic change—it’s a reassertion of your identity. A new logo or branding initiative means you need to update your trademark specimen to show the world, “This is who we are now.”

Expansion into New Industries

New classes of goods or services mean new trademark applications. It’s not just about planting your flag on a new island; it’s about making sure no one else can claim it.

New Packaging or Labeling

If you’re repackaging your goods, you’re essentially putting them in a new container for the journey to your customers. Your trademark needs to be on that container, loud and clear. Updating your trademark to reflect new packaging or labeling is like updating the maps of your territories; it helps ensure that everyone recognizes your products, no matter the outer shell.

Additional Signs You Need to Expand Your Trademark Coverage:

1. Your Products Have Changed: If the nature of your products or services has evolved, your trademark registrations should reflect this new reality.
2. You’re Targeting New Audiences: Reaching out to new demographics? Make sure your trademarks resonate with and protect your brand in these new markets.
3. Global Horizons: If you’re moving into international markets, consider filing trademarks in those countries to protect your brand globally.
4. Technology Updates: If your product has gone digital or there are new technological aspects, ensure your trademarks cover these new platforms.

The Benefits of Expanding Your Trademark Coverage Early:

• Seniority Matters: In the world of trademarks, the early bird gets the worm. The earlier you file, the stronger your claim to the trademark will be.
• Avoid Legal Battles: Expanding your coverage proactively can help you avoid costly and time-consuming legal disputes down the line.
• Market Confidence: A robust trademark portfolio can increase market confidence in your brand, signaling to competitors that you mean business.
• Increase Your Business Value: Clearly defining your brand’s moat with a robust trademark portfolio will keep competitors and counterfeiters at bay and increase the value of your brand.

Getting Help

As the caption of your business, it’s your job to keep a lookout for signs that your trademark coverage needs expanding. By doing so, you ensure that your brand’s identity and the trust you’ve built with your customers continue to be well-protected, allowing you to focus on what you do best—steering your business to new successes. If you have questions or need help with the process, we are here to offer guidance and support. Simply call our law firm at (888) 666-0062 or click here to schedule an Initial Discovery Session online.

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.