While a well thought out and planned rebranding campaign can be successful, an involuntary forced rebrand due to alleged trademark infringement is a different story. Small businesses, in particular, face unique consequences when forced to rebrand. This blog discusses the consequences of rebranding that impact small businesses.
Rebranding a small business entails a significant financial commitment. From redesigning the logo, website, and marketing materials to updating signage and advertising campaigns, the costs can quickly add up. The financial impact is the most tangible consequence of a rebrand.
Your brand represents your business values and product quality to the marketplace. Rebranding can significantly influence how customers perceive a small business. While a well thought out and planned rebrand can create a fresh and appealing identity, a forced rebrand can leave your customers confused and looking elsewhere.
A well-established brand carries recognition and familiarity, which helps attract new customers and build trust. Rebranding will at least temporarily diminish brand awareness as the new identity takes time to gain recognition. Being forced to rebrand without a well planned rebranding campaign will add to the time it takes to have your new brand recognized.
In today’s digital age, a strong online presence is crucial for business success. Rebranding requires updating the company website, social media profiles, and other online platforms. This can have a negative impact on your site’s SEO if it is not rolled out correctly.
In conclusion, there are many consequences to being forced to rebrand due to an alleged trademark infringement. These consequences can be exponentially worse for a small business that may not have the resources or time to roll out a proper rebrand. These consequences highlight the importance of performing a comprehensive clearance search of your name early in your process. A proper clearance search will reveal any potential conflicts and will give you an opportunity to adjust your branding early. Toporek Law includes a comprehensive clearance search with every trademark application package and also offers a standalone clearance search option.
As always, Contact Alex to discuss the post or to get started on clearing your brand name.