building your personal brand and intellectual property 101
DESCRIPTION
Building your personal brand: This workshop was aimed at anyone who would like to better understand building a personal brand, marketing and Intellectual Property. With increasing competition in the marketplace to get recognised, it's important to understand how to build a brand foundation that stands out! Learning the basics about trademark and Intellectual property will arm you with knowledge you need to make marketing work for you. Whether you're an artist or a young entrepreneur, getting started early on your brand and marketing will set you up for success!TRANSCRIPT
Brand Marketing and Intellectual Property
Athena Simpson
Marketing and Communications
Account Director
My past
POP QUIZ!
The Secrets of Marketing
Why should you care?
7 things great brands do
From Scott Bedbury who is behind Nike: Just Do It and Starbucks
#1 A GREAT BRAND IS IN IT FOR THE LONG HAUL
If you take a long-term approach, a great brand can travel worldwide, transcend cultural barriers, speak to multiple consumer segments simultaneously, create economies of scale, and let you operate at the higher end of the positioning spectrum
7 things great brands do
7 things great brands do
#2 A GREAT BRAND CAN BE ANYTHING
Almost any product can transcend the boundaries of its narrow category.
Almost any product offers an opportunity to create a frame of mind that's unique.
Anyone who wants to build a great brand first has to understand who they are.
A great brand that knows itself also uses that knowledge to decide what not to do
#3 A GREAT BRAND KNOWS ITSELF
7 things great brands do
4. A GREAT BRAND INVENTS OR REINVENTS AN ENTIRE CATEGORY.
A great brand raises the bar -- it adds a greater sense of purpose to the experience, whether it's the challenge to do your best in sports and fitness or the affirmation that the cup of coffee you're drinking really matters.
7 things great brands do
#5 GREAT BRANDS TAPS INTO EMOTIONS
Emotions drive most, if not all, of our decisions.
Like the winning goal, they’ll experience the dreams and the aspirations and awe that goes with the last second game winning shot.
7 things great brands do
#6 A GREAT BRAND IS A STORY THAT’S NEVER COMPLETELY TOLD
We all want to think that we're a piece of something bigger than ourselves.
Companies that manifest that sensibility in their employees and consumers invoke something very powerful.
7 things great brands do
7 things great brands do
#7 A GREAT BRAND HAS DESIGN CONSISTENCY
They have a consistent look and feel and a high level of design integrity.
Establishing a Brand
Establishing a Brand
— Intellectual Property (IP) results from the expression of an idea. So IP might be a brand, an invention, a design, a song or another intellectual creation. IP can be owned, bought and sold. But how can that help you?
Understanding Intellectual Property (IP)
— Intellectual property (IP) is any form of original creation that can be bought or sold - from music to machinery. The four main types of IP rights are patents, trade marks, designs and copyright but there are many other ways to protect your IP.
Understanding Intellectual Property (IP)
Patents
— A patent protects new inventions and covers:—How things work—How they do it—What they are made of—How they are made
— Owner of a patent owner can take legal action to stop others from making, using, importing or selling invention without permission.
— Patents can last 5 – 20 years and do require a fee
Trademarks
— A trademark is a sign capable of distinguishing the goods or services of one enterprise from those of other enterprises.
— Trademarks date back to ancient times when craftsmen used to put their signature or "mark" on their products.
Can you identify this?
How about these?
A generic trademark, also known as a genericised trademark or proprietary eponym, is a trademark or brand name that has become the generic name for a general class of product or service, against the usual intentions of the trademark's holder.
Generic Trademarks
Trademark erosion happens when a trademark becomes so common that it starts being used as a common name and the original company has failed to prevent such use. Once it has become an appellative the word cannot be registered anymore.
Trademark erosion
Benefits of a Trademark
— may put people off using your trade mark without your permission
— makes it much easier for you to take legal action against anyone who uses your trade mark without your permission
— allows Trading Standards Officers or Police to bring criminal charges against counterfeiters if they use your trade mark
— is your property, which means you can sell it, franchise it or let other people have a licence that allows them to use it.
trademark
Designs
— For the purposes of registration, a design is legally defined as being "the appearance of the whole or part of a product resulting from the features of, in particular, the lines, contours, colours, shape, texture or materials of the product or ornamentation."
— This means that protection is given to the way a product looks. The appearance of your product may result from a combination of elements such as shapes, colours and materials.
Copyright
— Copyright does not protect ideas for a work. It is only when the work itself is fixed, for example in writing, that copyright automatically protects it. This means that you do not have to apply for copyright.
— A copyright protected work can have more than one copyright, or another intellectual property (IP) right, connected to it. For example, an album of music can have separate copyrights for individual songs, sound recordings, artwork, and so on. Whilst copyright can protect the artwork of your logo, you could also register the logo as a trade mark.
Copyright
Copyright can protect:— literary works, including novels, instruction manuals, computer
programs, song lyrics, newspaper articles and some types of database
— dramatic works, including dance or mime— musical works— artistic works, including paintings, engravings, photographs,
sculptures, collages, architecture, technical drawings, diagrams, maps and logos
— layouts or typographical arrangements used to publish a work, for a book for instance
— recordings of a work, including sound and film— broadcasts of a work
Copyright
There is no official registration system for copyright in the United Kingdom (UK) and most other parts of the world. There are no forms to fill in and no fees to pay to get copyright protection.
So long as you have created and fixed, for example in writing, an original work that qualifies for copyright protection, you will have copyright protection without having to do anything to establish this.
To help protect your copyright work, it is advisable to mark it with the © symbol, the name of the copyright owner and the year in which the work was created.
EXERCISE!
What can you do right now?— Determine your goals — Understand your USP (unique selling point)— Elevator pitch (tagline)— Identify your audience (customer profiles)— Research your market— Educate yourself — Network — Identify where you market spends time and who covers
the issues they are interested in— Write a plan! Have friends review it. — Establish yourself as an expert
Books to Read – LIBRARY!
— 22 Immutable Laws of Marketing (Al Ries and Jack Trout)
— The tipping point (Malcolm Gladwell)
— The Luck Factor (Richard Wiseman)
— Start your business Week by Week (Steve Parks)
— Getting Things Done (David Allen)
resources
— Strengthsfinder 2.0 (online)— http://
www.marketingweek.co.uk/brands/
— http://www.brandrepublic.com/— http://www.springwise.com/— http://trendwatching.com/— http://www.inc.com/— www.fastcompany.com
organizations
— Local Library— Smarta— Enterprise Nation (start up
Saturday)— Marketing exhibitions / talks— local university courses, many
free!— www.ipo.gov.uk
Resources cont.
— @BrandRepublic— @MarketingUK— @e_nation— @creativity_city— @TheDrum— @FastCompany
