In today’s fast-paced digital world, launching a product or service through platforms like Kickstarter, Indiegogo, or Shopify is more accessible than ever. But amid product development, marketing, and community-building, one element often gets overlooked — trademark protection.
For startups and crowdfunded brands, a trademark is more than just a name or logo. It’s your identity, your reputation, and one of the most valuable assets you own. If you're building something unique and scalable, it’s critical to understand how trademarks work and how to use them to secure your competitive edge.
A trademark is any word, symbol, name, slogan, or design that distinguishes your goods or services from others in the market. When properly registered and used, trademarks give you exclusive rights to your brand identity in your industry and territory.
This means no one else can use a confusingly similar name, logo, or design without risking legal consequences.
Trademarks serve two main purposes:
Protecting the consumer by preventing confusion in the marketplace
Protecting your brand by giving you legal ownership and control
Startups and crowdfunded ventures are in a unique position. You're often operating with limited resources, but you're aiming for high visibility and rapid growth. That combination can make your brand vulnerable to copycats, imitators, and brand confusion.
Here’s why protecting your trademarks early is a smart move:
Crowdfunding puts your brand in the spotlight from day one. You're building a following, attracting press, and generating buzz. But the moment your brand gains traction, someone else might register a similar name — or even your exact name — before you do.
If you plan to raise money, license your idea, or enter into partnerships, potential stakeholders will ask:
“Is your brand protected?”
Trademarks show that you take your intellectual property seriously — and make your business more investable.
Even in the early stages, your brand carries value. A recognizable and protected trademark makes it easier to:
Build brand loyalty
Create line extensions (e.g., new products)
Sell or franchise your business
Your first task is to select a brand name, logo, or slogan that’s not only catchy but legally protectable. The strongest trademarks are distinctive, memorable, and uncommon in your industry.
Generic (e.g., “Coffee”) – Not protectable
Descriptive (e.g., “Quick Brew Coffee”) – Weak, sometimes protectable
Suggestive (e.g., “PerkUp”) – Stronger, protectable
Arbitrary (e.g., “Apple” for electronics) – Very strong
Fanciful (e.g., “Zynga”) – Invented, strongest type
Avoid names that directly describe your product or service — these are harder to register and enforce.
Here’s how to approach trademarks before, during, and after your crowdfunding campaign.
Search existing trademarks in your country’s registry (USPTO, EUIPO, etc.)
Do a Google and domain search for existing uses of your name
Secure your domain name and social handles
Consider filing a trademark application on an intent-to-use basis if you haven’t sold the product yet
Use your trademark (name/logo) consistently in videos, graphics, and packaging
Add the ™ symbol next to your brand name if it’s not registered yet
Promote your brand story and visual identity to reinforce recognition
Finalize and submit your trademark registration
Monitor online channels for possible infringement
Begin building out your brand architecture (e.g., sub-brands, product names)
Without trademark protection, your brand can be:
Copied by others who beat you to the trademark registry
Challenged by an existing brand with a similar name
Devalued when you seek funding, licensing, or partnerships
Confusing for consumers if others start using similar branding
In some cases, startups have had to rebrand after success because they didn’t check trademarks early. This means lost goodwill, lost customers, and expensive legal fees.
If you’re shipping internationally or planning to expand beyond your home market, consider international trademark filings through the Madrid Protocol or direct filings in specific countries.
Some crowdfunding campaigns quickly attract backers from Europe, Asia, or Canada — and your brand should be protected accordingly.
Once your trademark is registered, it’s your job to protect it. That means:
Monitoring domains, social media, and eCommerce platforms for infringing uses
Sending cease-and-desist letters when needed
Reporting fake products or accounts to platforms like Amazon, Etsy, and Instagram
Remember, failing to enforce your trademark over time could weaken your legal position.
A tech gadget startup launched on Kickstarter with a strong brand name and filed an “intent to use” trademark before launch. Within a year, their product gained press, and they were able to license their trademark to a larger distributor — generating long-term revenue and brand recognition.
Another team launched a successful crowdfunded board game without trademark protection. Months later, another company filed a similar trademark — forcing the original team to rebrand and lose momentum.
Your brand is one of your most valuable assets. As a startup or crowdfunded business, your name and identity are key to gaining trust, standing out, and building something sustainable.
By understanding the basics of trademarks — and registering yours early — you:
Protect your business legally
Add long-term value to your company
Build the foundation for brand loyalty and growth
Secure your trademark, protect your idea, and launch with confidence!