Protecting your brand helps safeguard your business assets and all the hard work you put into value creation. A trademark gives you exclusive rights to use certain elements of your brand, such as your name or logo, stopping competitors from copying your identity. Whether you’re a startup or an established company, understanding what you can trademark is vital for building long-term credibility and trust.
Here are the key things you can trademark to protect your business and stand out in your market. This guide is brought to you by the business experts at Rapid Formations, the UK’s leading company registration service. We can help you register your limited company along with packages of early business support. If you have a business idea ready to go but are unsure of first steps, book a call with us today and we can guide you through the process.
1. Your business name
Your company name is the cornerstone of your brand – it’s how customers recognise and remember you. Registering it as a trademark prevents others from trading under a confusingly similar name in your sector.
When choosing a name, focus on making it distinctive rather than descriptive. For example, “GreenTech Solutions” may struggle to qualify as it describes what the company does. Something like “EcoSpark” could be trademarked because it’s more unique. Find a name that’s easy to remember and spell to make it easier to recall for prospective clients too.
2. Logos and symbols
A logo visually represents your brand’s personality and values. Whether it’s an abstract mark, icon, or stylised version of your company name, trademarking your logo ensures others can’t use similar imagery to mislead customers.
This protection applies to colours, shapes and design elements that define your brand identity. For maximum protection, trademark both your business name and logo separately – together they form a stronger legal shield as different legal entities. It means you can protect different aspects of your trademark.
3. Slogans and taglines
Catchy phrases like “Just Do It” or “Because You’re Worth It” can be just as powerful as your brand name. If you’ve created a slogan that clearly distinguishes your product or service, you can trademark it.
The key is originality – your tagline needs to be distinctive, not a generic statement about quality or service. A well-protected slogan reinforces brand recall and ensures your marketing efforts remain uniquely yours. In other words, create a slogan that stirs up emotions rather than listing descriptive facts about what your business does.
4. Product names
If your business sells multiple products or services, trademarking individual product names can help protect them from imitation. For instance, Apple’s “iPhone” and “MacBook” are both trademarked, helping the company defend its product lines from competitors.
This is especially important if you’re developing a new product that you plan to market separately from your main brand. This is particularly important if you have any stand out star products so you can protect them. You don’t want to be in a situation where you are undercut by a competitors that have copied your product design. Ensure your product name can stand out from copycats to signal to your customers that your product is the original and the best.
5. Packaging and design
Product packaging is often the first touchpoint between your business and consumers. Unique shapes, colours or configurations – like Coca-Cola’s signature bottle or Toblerone’s triangular chocolate – can qualify for trademark protection. This is known as “trade dress”. Protecting your packaging ensures competitors can’t mimic your look and mislead customers into thinking their products are yours.
6. Sounds and jingles
Audio branding is becoming increasingly important, particularly in advertising, apps and digital products. Distinctive sounds or short musical jingles that consumers associate with your brand – such as the Intel chime or the Netflix “ta-dum” – can be trademarked. If you use a consistent sound cue across your marketing, it’s worth securing protection to reinforce recognition.
7. Colours and colour combinations
In some cases, specific colours or combinations of colours can be trademarked if they’re strongly associated with your brand. Think Tiffany’s robin egg blue or Cadbury’s distinctive purple. However, this kind of trademark is harder to obtain because colours are often seen as functional or too broad. You’ll need to show that customers directly link the colour with your business, so it may be easier to get this a few years down the line if your product manages to cement its market position.
8. Shapes and 3D designs
Three-dimensional trademarks protect the shape or configuration of a product, provided it’s unique and non-functional. If your product’s design is part of what makes it recognisable, securing a trademark can give you an edge over imitators.
9. Domain names and digital assets
Your website is one of the most important parts of your brand identity. While domain names themselves aren’t automatically trademarked, if they’re distinctive and linked to your registered brand, they can be protected. If someone tries to use a confusingly similar web address, you can take action under both trademark and cybersquatting laws.
It can be a good idea to get hold of variations on your domain. Acquiring .co.uk for UK businesses is vital, as well as other country specific pages if you plan to expand globally. You can also set up redirects to your main page from other domain variations, such as .edu or .online to maximise hits to your site while helping protect your brand’s online presence.
10. Mascots and characters
Brand mascots or illustrated characters – like the Michelin Man or Compare the Market’s meerkats – can be powerful marketing tools that humanise your brand. This is especially useful for “abstract” services, such as finance or insurance that are hard to present visually, These visual elements can be trademarked to ensure exclusivity and prevent imitation. If you’ve developed a recognisable character, trademarking it helps you protect both your design and the goodwill it generates.
Why trademarks matter for your business
A trademark gives your brand legal protection and commercial credibility. It deters competitors from copying your assets and reassures customers they’re dealing with an authentic business. Trademarks can also become valuable assets that increase your company’s worth over time – especially if you ever plan to license, franchise or sell your business.
How to register a trademark in the UK
You can apply to register a trademark through the UK Intellectual Property Office (IPO). The process involves checking that your mark is distinctive, doesn’t conflict with existing trademarks and falls under the correct class for your goods or services. Once approved, your trademark lasts for ten years and can be renewed indefinitely.
Protecting your brand globally
Your brand is one of your business’s most valuable assets – and a trademark is the most effective way to protect it. From company formation, names and logos, to packaging and sounds, the right trademarks strengthen your identity and ensure you retain control over your creative and commercial reputation. By taking the time to secure your intellectual property now, you’re investing in your brand’s long-term security and success.
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