Addressing the Challenges in Business Rebranding

Category: Trademark Information

Every business relies on a distinct logo and words that signify their identity and the products/services they offer. A business’ logo and tagline are vital because they are what customers associate with the brand. Sometimes, though, preferences evolve, and you may want to consider rebranding.

A fresh image, especially for a business that’s transitioning into the digital world, is all well and good, especially if you aren’t doing so well and need new audiences. A new look, one that’s well-designed, executed and marketed may be the key to attracting new clients.

However, branding doesn’t happen in a snap. In fact, there are many ramifications that come with rebranding your business, so you must be prepared for them.

Trademark Search

Perhaps your rebranding involves a completely new business name. Of course, it’s only good practice to trademark your business name and logo.  A trademark protects the identity of your goods and services and prevents others from imitating your brand.

But what if the new name you chose has already been used and trademarked by another business operating in the same industry as you? That could spell trouble for your business. Before going through with rebranding, make sure you have the right to use the name you chose.

While you can simply check the Australian Trademarks Search System (or similar database in other countries) to make sure the exact brand name you want to use is available.   But if you intend spending significant time, money and energy into the new brand, you should have a Trademark Specialist confirm the new brand is available for you to use and register.   If your new brand name checks out, trademark everything you can afford to trademark: your business name, the name of your products, your slogan, even your own name used for business purposes. Ultimately, it costs less to trademark your brand than to lose everything related to your business.

Logo Protection

Along with changing your brand name, you’re likely to change or refresh the company’s logo as well. One of the things you should consider is the ownership of copyright. If you hired a team or a person outside your own company to design your logo, the copyright is technically theirs.

It is critical to make sure you have a contract between the company and the outsourced designers, which states that the ownership in copyright is yours. Afterwards, don’t forget to trademark the logo to ensure that no other business/competitor can use it.

Domain Name Availability

E-commerce and internet usage continue to be more popular among Australians and globally. According to The Australian Post, online shopping in the country reached eight per cent of total traditional retail sales in 2017. Additionally, about 20.7 million of Australia’s 24.3 million population in 2016 are internet users.

Because of the continuous growth of internet usage and online shopping, businesses must catch up by establishing their online presence with a website. As part of your rebranding, you may just now be creating your own site. Be mindful of this process, though. You first need to check if the domain name you’re interested in is available.

The Internet Corporation for Assigned Names and Numbers (ICANN) is the organisation responsible for organising and maintaining databases of domain names. With many variations of domain names available, such as .com.au, .net.au and .org.au, it’s only good practice to conduct domain name searches to make sure your domain name is distinct from your competitor’s.

The decision to rebrand is not easy, but not impossible either. Sometimes, it’s even necessary. Although various processes are involved, especially when it comes to trademarks, you don’t need to worry.


Let Pinnacle TMS® help you with your trademark needs. We are Trademark Specialists who understand how challenging and confusing, but extremely important, trademarking your business is.

Visit Pinnacle TMS® or call us on 02 9520 4366 to start the process of protecting your business today.