Build a Brand You Truly Own

I’ve lost count of how many times I’ve heard this:

“We’ll register the trademark later. Right now, we’re focused on product, growth, market entry. We’re already operating, after all.”

That “later”?

It’s often the most expensive word in the company’s life.

A few years ago, we were advising a promising cosmetics founder. Great concept. Solid product. Catchy name. Brand identity polished to perfection.

We flagged the trademark early — of course. But it got pushed down the list.

Budget. Deadlines. Launch pressure. Been there, seen that.

A few months later, a letter landed.

Someone had registered a near-identical trademark in the same class.

The client had to act fast: rename the brand, rework the packaging, rebuild online presence. Visibility gone, customer trust shaken, money down the drain.

No courtroom drama — just a quiet, painful reset.

And all because one step wasn’t taken in time.

This isn’t rare. It’s textbook.

A trademark isn’t about style. It’s about ownership.

A trademark isn’t vanity. It’s leverage. It’s your legal anchor in the market — the flag you plant in the ground and say: this is mine.

It gives you the power to:

• Keep competitors at bay,

• Turn your brand into a tangible asset,

• Use it as collateral for financing,

• Contribute it as capital,

• Strengthen your hand with investors.

This isn’t marketing fluff. It’s backed by hard numbers:

According to a report by the EUIPO and EPO*, startups that register trademarks are 4.3 times more likely to attract VC investment. 

*See full report

Add a patent, and the odds rise to 6.4 times.

Even more compelling?

Startups that register both trademarks and patents are statistically more likely to achieve a successful exit — through acquisition, sale, or IPO.

Ask anyone in venture capital — they’ll tell you:

During due diligence, the IP checklist is never skipped. It’s often one of the first things on the table.

And if there are holes in your trademark strategy, guess what? That investor may walk — or negotiate down.

Because when it comes to IP, a stitch in time saves nine.

The Irish Underdog Who Took Down McDonald’s

Think trademarks are only for the giants?

Maybe — but it’s the giants who fall the hardest when they neglect the basics.

In 2019, McDonald’s lost its EU rights to the “Big Mac” trademark.

Yes — that Big Mac.

The challenger?

A small Irish chain called Supermac’s, who argued that McDonald’s wasn’t actually using the mark the way they claimed.

And the EUIPO agreed.

McDonald’s had registered the name broadly — for various food items and services — but couldn’t prove actual commercial use beyond the classic beef burger.

No chicken sandwiches called Big Mac. No Big Mac restaurants.

The result?

One of the most iconic trademarks in the world was stripped of protection across parts of Europe.

Eventually, parts of the trademark were reinstated — but not all.

And the damage was done.

Moral of the story?

If you don’t use it — you can lose it.

Even if you have golden arches on every continent.

AI Generates Names. But It Won’t Warn You About Conflict.

Now, there’s a new challenge on the horizon: artificial intelligence.

AI can write your business plan, design your logo, create your pitch deck — and yes, generate your brand name in seconds.

But here’s the catch:

AI doesn’t care about trademark conflicts.

It doesn’t check registries. It doesn’t understand prior rights. It just outputs what sounds good.

Imagine this:

You’ve spent three years building a brand under a clever name. You haven’t registered it.

Then someone on the other side of the world types: “Create a name for a premium skincare brand”.

And the AI spits out… your name.

They register the trademark. Secure the domain. File first.

And now you’re the one facing a cease-and-desist.

Sound far-fetched? It’s happening already.

AI is moving fast. The law — not so much.

But your trademark is what stands between your brand and chaos.

So why am I writing this?

Because I see it every day:

Founders pushing trademark protection to “later.”

And later can be too late.

That’s why I’ve made it part of my mission — to educate, warn, and guide.

Not by scaring people with lawsuits and legalese.

But by helping them avoid unnecessary losses — in time, money, trust and reputation.

Because an ounce of prevention is worth a pound of cure.

Even the EU understands that.

That’s why the SME Fund 2025 offers micro, small, and medium-sized businesses up to 75% reimbursement on trademark registration fees.

So if you haven’t registered your mark yet — do it.

If you have — make sure it’s being used properly.

If you’re using AI to generate brand names — run it through legal checks.

Because AI doesn’t know the rules. But the law will enforce them anyway.

You’re building something valuable. Protect it.

There’s nothing worse than handing over your brand… to someone who was simply faster.

Trademarks as Strategy: Competing Smarter, Not Louder

A trademark doesn’t just protect what’s yours — it can help you control what isn’t yet.

In the right hands, it’s not just a shield. It’s a sword.

A well-executed IP strategy allows you to:

• Block new competitors from entering your niche,

• Own the digital space around your brand (search engines, marketplaces, social media),

• Preemptively secure future product lines, even before launch,

• Expand globally with confidence, without fear of being legally ambushed.

Big players do this all the time.

Take Apple — they routinely register trademarks for names and concepts years before they release a product (see: “RealityOS”, “iWatch” before Apple Watch).

Or Nike, who aggressively defends their marks not only to protect their turf, but also to make sure no one else can use anything close to it. Their trademark portfolio includes variations you’ve probably never heard of — not for current products, but to prevent others from getting too close.

A more surgical example?

Red Bull.

They once opposed a small brewery’s trademark application for an energy beer under the name “Bullfighter” — arguing that even that was too close to their branding universe.

They won. Why? Because they’ve built a trademark wall so strong, even metaphorical bulls can’t get through.

And in the world of startups?

Trademarking early — and cleverly — can lock in category leadership.

If you own the most intuitive brand name in your space (and have the registration to back it up), you’re more likely to dominate SEO, own key marketplace listings, and get picked first by users.

I’ve also seen companies register domain-like trademarks purely to target defensive positioning — so that no competitor can market under similar-sounding names in the EU, even if the domain isn’t in use. It’s a chess move, not checkers.

So yes — a trademark is legal protection.

But it’s also a competitive strategy.

An IP-savvy company doesn’t just protect its brand — it expands its reach, narrows the field, and shapes the market before others catch on.

Your Trademark Is an Asset. Not Just a Shield.

Most founders think of trademarks as a form of legal protection — and they are. But that’s only half the story.

A registered trademark is also a business asset. A real one.

It can grow in value. It can be sold. Licensed. Used as security for a loan. Or even contributed as equity in a joint venture.

Think about it: the more recognition your brand earns, the more valuable your trademark becomes.

It’s not just a name — it’s goodwill. And goodwill has a market price.

Let’s say you decide to pivot, exit, or rebrand.

With a registered trademark, you can sell your brand identity — name, logo, look & feel — to another business looking to enter your space or your market.

Happens all the time in e-commerce and retail.

Amazon FBA businesses are a perfect example: many are bought and sold based solely on their registered IP, not on warehouses or factories.

Another one?

Trademark-backed financing.

Some banks and VC funds — especially in more mature markets — will accept IP rights (including trademarks) as part of collateral or valuation during funding rounds.

Why? Because a trademark is enforceable. Transferable.

Unlike a social media account or a domain name, it has legal standing and can survive ownership changes.

Need more?

You can license your trademark.

Many global brands today don’t produce anything themselves — they license their brand to manufacturers who pay royalties to use the name.

Think: Calvin Klein, Caterpillar, even Ferrari-branded merchandise.

The point?

A registered trademark is more than a legal formality. It’s a business strategy.

The sooner you treat it like an asset — not just an admin checkbox — the stronger your position becomes.

Let’s Talk About Your Brand

If you’ve got questions — I’m happy to answer them.

Whether you’re just starting out or scaling globally, having a sound trademark strategy is one of the smartest moves you can make early on.

At LAWWISE, we handle trademark registrations comprehensively — in Poland, across the EU, and worldwide. From choosing the right classes, clearing the name, to filing and monitoring — we make sure your brand is not only protected, but positioned for growth.