A brand is formed by values that define the DNA of a company, strengthen relationships and create a connection with the product and/or service. For this, it needs to stand out in its segment, meeting the consumer’s desire, ensuring the best experience and enchantment.

The brand builds its history and reputation through its actions, becoming one of the most important assets of a company, which generates long-term value, enhances the physical and intellectual assets of the business, and makes it recognized by the public, regardless of its physical structure or otherwise.

The main objective of a business is that it be sustainable, and this includes its social relevance, the productive chain it promotes, and the profit it generates.

Brand registration is the only way to legally protect the creative capital of a business, in a safe way, attracting admirers, loyal customers, and followers. With this in mind, we invited Eduardo Quadros, founding partner of Foster PI & Consultoria, a company specialized in brand registration, intellectual property and Camila’s partner, for an open, transparent and enlightening dialogue about the process of brand and patent registration in order to demystify and value it, placing it on a strategic level and at the base of the business.

“When we hear that the brand is one of the most important assets of a company, we don’t stop to think that, although in seconds we may lose the entire physical structure, it is from its reputation that we build everything again.

It is important to think about the work of brand management and protection of intellectual assets from the beginning of the business because it is exactly on these pillars that a product or service gains value.

If I have developed a technology, what are the ways to disseminate it in order to receive funding? If I participate in a business round, what guarantees can I give the investor if not a registered trademark, an applied for patent, and my consolidated visual identity.

When we start a project, we want it to generate profit and self-fulfillment; for this, it is necessary to have a firm basis: can the name of the company be used without infringing the rights of third parties in my area of activity? What would avoid the need to change the name and brand elements, causing rework to the marketing team, and not only that, possible lawsuits?

If the name I want is available, should I protect it? No doubt about it.

And this work should be done together with the branding work, ensuring its ownership, besides which the investments for this are relatively low if compared with possible future problems. Let’s remember that the brand registration, in particular, ensures the ownership of the brand for the business for its entire existence when granted, and is valid for 10 years with the possibility of being extended.

In this sense, when the pillars of protection and communication are well established, it will be up to the business to disseminate its product/service in the area of interest. For example: a nutritionist develops a digital product in the form of a course and consulting through an e-book with tips on recipes for mothers who are breastfeeding. In this case her name is the biggest and most important brand, overlapping the other brands that may appear in the course. From a search in a specific database of registrations, the possibility of using and protecting your assets opens up – provided that the protection also goes hand in hand with excellent communication with the public.

Therefore, strategically designed brand management with good communication will generate profits aimed at the gradual growth of the business in a sustainable and safe way. “

In the market reality, brand registration is still a taboo to be demystified and, for this reason, it is important to carry out a constant work aiming to foster its benefits. The INPI – Instituto Nacional da Propriedade Industrial, the agency responsible for brand registration in Brazil, is a great ally in the process and ensures the legality and exclusivity of the mark throughout the national territory.

The brand is one of the most important assets of a company because it is from its reputation that it is built. As part of the business plan, registering the brand is essential to protect it and maintain its guidelines. A brand without registration is like a house without a foundation: it runs the risk of collapsing at any moment.