The value of a business is not always just the value of its assets plus ‘goodwill’.

Value also exists in how a business produces, delivers and markets its products. A business that delivers is products more efficiently, sustainably or quickly, will always have an edge. This is the intellectual property of your business – the stuff that goes on behind the scenes that sets you apart.

Your brand and reputation have value also. The look and perception of your business can be vital in delivering the right message to customers.   The law protects businesses that work hard to build and deliver a strong brand and reputation. One of the simplest and cheapest ways to obtain protection is a trademark.

A trademark gives your business the exclusive right to use that ‘mark’ in New Zealand for ten years.  Therefore another business cannot use the brand you have worked hard to build.

If you want to create a new logo or brand it pays to check what is already in existence, to ensure you do not infringe an existing trademark.  This can be done by checking IPONZ and the web.

A trade mark is not just the business name.  It can include any combination of words, images, pictures, logos, shapes, colours (and even, less commonly sounds and smells!)