Blog post 17 Invent

INSIGHT 13 | LAYERS MATTER

There’s strength in layers, of that there is no doubt.

Have you considered what under-armour your idea has?

Creation is one thing, tough enough on its own.

How it’s presented to the world is what really protects you from catching a cold.

in¹³ | Layers Matter

Protective shells … Tough nuts to crack

Back in 1745 Benjamin Franklin once wrote “Fortified towns are hard nuts to crack” so how can you fortify your business when a patent isn’t viable. The most effective way is to create a layer of security that projects a strong impression, namely “keep your hands off my idea!” 

There’s clear synergy with BiKLOX, a layered security system under the heading Hands off my bike! 

When partnered with BUNJI, the flexible lightweight, cut-resistant tether, it took an array of tools and techniques to attempt to remove each product.

The same principle applies to innovation. Protection doesn’t have to be singular or absolute; strength lies in layers. The three most prominent are:

NDA, use immediately before disclosure with anyone new (I know we’ve touched on this before but some lessons are worth reinforcing).

Trademark, once your brand identity is settled, protect the name and its recognisable elements.

If you have a unique trademark that you value, simply add the suffix TM to it like so…

My Brand Name™

At a stoke, with no cost, you have served notice to the world that you claim property rights in your trademark. This will give you limited protection until your brand has established itself and can be proven to be something consumers associate your products with.

Now if your ambitions are higher, formal registration is the path to go, like so....

My Brand Name®

Encapsulating the letter R in a circle, simply put, projects respectability. It comes at a cost and well worth considering if you’re in a market where endurance counts, in which case this mark clearly says I’m here to stay.

Registered Design, when the design is finished. Form follows function and this is a product copyright which protects the aesthetics. Remarkably powerful for the right product. Now a dragon might roll their eyes when they hear you have a registered design, but for the right product where form is very much a reflection of function this can create a high enough hurdle to slow the early responders amongst your competition.

So, think about layers of protection to secure your brand identity and don’t feel too disheartened if one of them isn’t a patent. Focus on being first past the post, consistently leading the field, setting the pace just fast enough that your competition is always hurting as they endeavour to edge past you.