Trademark goods & services items - Coatings used for furniture finishing

Brands tend to evolve and undergo numerous changes over time. Many companies have changed their names to cater to a larger audience, either by altering their original logos for a more modern look or abandoning controversial words in their slogans. As the company expands beyond its planned offerings of goods and services or decides to take a different direction altogether, usually what follows are certain changes or even complete rebranding. A common question is then: can trademarks change over time? Well, it depends.

Creating a business is not an easy job. From sketching out the business plan to choosing the name and logo, the whole process requires a lot of time and effort as nobody would want this amount of planning to go to waste. This is why business owners shouldn’t brush over one of the most important steps in the process of establishing their company – registering a trademark.

Many entrepreneurs still consider trademark registration to be the least important step in the process of establishing their brand. This can become a big issue. Not registering a trademark from the start leaves a company vulnerable to potential copycats and other forms of brand infringement that can significantly damage its reputation and hamper growth. Here are 5 main risks associated with not registering a trademark that can be detrimental to your brand