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Your brand matters. A brand is the unique identity of a company that shapes how it is perceived by current and potential customers. It represents the promise that businesses make and the values that set them apart from their competitors. A strong brand helps to build trust, drives customer loyalty, and can influence purchasing decisions. A great logo is a big part of a brand—but it is by no means sufficient for a comprehensive branding strategy. At ESQwire, we are leaders in internet law, domain name law, and brand protection. Our brand protection lawyers highlight comprehensive strategies you can use to protect what you built.

Your Brand is About Much More Than a Logo

Many businesses think branding ends with a polished, well-designed logo, but that is only the beginning. A brand is the sum of every touchpoint a customer has with your company. Strong brands are built through intentional strategy, not just design. There are many different elements that can go into branding. Along with other things, your brand may include:

Trademark: A trademark is a legally protected symbol, word, or phrase that identifies and distinguishes your goods or services from others. It helps prevent competitors from using confusingly similar marks that could mislead consumers about the source of goods/services. A properly-registered trademark is a form of intellectual property. It can be protected.

Trade Dress: The Legal Information Institute explains that trade degrees is “the design and shape of the materials in which a product is packaged.” It may include shapes, colors, layouts, or even store design—as long as it is non-functional and recognizable. Notably, trade dress may be a protectable form of IP under trademark laws.
Slogans: A slogan is a memorable phrase or tagline that communicates your brand’s message, promise, or personality. Effective slogans stick in customers’ minds and reinforce what your business stands for. In some cases, slogans can be trademark protected.

Colors: Colors and colors schemes can absolutely be part of a brand. Think about arches. Now think about golden arches. It makes a significant difference in the mind of the consumer. Many people associated golden arches specifically with McDonald’s.

Sounds: Specific color schemes can become closely associated with a brand and evoke certain emotions or expectations. Over time, certain colors—like UPS and brown—can become so closely associated that legally protectable brand recognition can arise.

Three Steps to Build a Strong Brand Protection Strategy in 2026

Step #1: Register Trademark, Domain Name, etc

Developing a strong brand requires a comprehensive IP strategy. Indeed, one of the first steps in protecting your brand is securing legal rights to its key elements. Among other things, this may include registering your trademark with the USPTO and purchasing relevant domain names. It may also include protecting logos, slogans, and even color schemes. It is always best to take a proactive approach. Early registration creates a legal foundation for enforcement and prevents others from claiming similar marks. Notably, a comprehensive registration strategy covers not only your business name but also any recognizable brand assets, such as specific products/services.

Step #2: Develop a System for Monitoring

Once you have registered IP assets that can be protected, your company should monitor the marketplace. Indeed, it is best practice to establish a system to regularly monitor trademarks, domains, social media handles, online marketplaces, and app stores for potential infringement. In some cases, automated tools and brand monitoring services can help you identify unauthorized use before it causes serious damage. Consistent monitoring enables early intervention, and that can both help to protect your rights and often resolve conflicts at the earliest possible stage.

Step #3: Take Immediate Action to Challenge Infringement On Your Brand

A distinctive brand can be a valuable brand. If other companies or organizations are infringing upon your unique identity, that can cause serious problems. It is important to address suspected infringement head-on. If you detect brand infringement, act quickly and decisively to protect your rights. In most cases, this starts with a cease-and-desist letter and/or platform-based takedown request. An experienced brand protection lawyer can help. Of course, that is not always sufficient on its own. You may need to escalate the matter to enforce your brand’s IP rights.

We Help Businesses and Entrepreneurs Protect Their Brand

At ESQwire, our brand protection lawyers are standing by, ready to help you develop and protect your brand. If you have any questions about brand protection strategies that go beyond the logo, we can help. Contact our brand protection team today for a fully confidential, no-obligation initial consultation. We provide brand protection services to businesses and entrepreneurs nationwide.

Sources:

https://www.law.cornell.edu/wex/trade_dress#:~:text=A%20trade%20dress%20is%20the,ide