Knowing the importance of any brand’s Logos and Trademarks is essential for its franchisees. They are like a valuable asset that a franchisor has to give to its every franchise. They are key elements that play an indispensable role in not only determining the popularity of any brand’s franchise, but it also helps in ensuring the success of the franchise.
Trademarks include all the registered elements that are used to distinguish and identify the goods and services of a company. Trademarks may consist of the name of the company, logos, brand colours, slogans and all the other unique words, symbols or both that are used by the company for representing its products and services.
Trademarks are usually unique; general words or symbols typically do not get registered as a trademark of any specific brand. Therefore, developing, selecting and getting trademarks registered is a lengthy and expensive task that requires research and may also require professional help.
With franchising, the franchisees usually get the opportunity to earn money without the need of going through the lengthy trademark registration process, which is a huge benefit, especially for low cost franchises. However, with benefits, there also comes a few drawbacks:
- The franchisees (usually) cannot make any changes to the Trademarks without the permission of the Franchisors.
- Trademarks have to be used according to the rules and legal terms that are predefined in the Franchise Contract.
- Illegal use of the trademarks can result in the termination of the Franchise Contract and other legal complications.
Trademarks are like the face of a brand. If you see the golden arches, you will instantly know that it is McDonald’s; if someone asks you about cola with a red label, Coke would most probably be the first brand that will come to your mind.
Although, brands usually do not make changes to their trademarks, especially logos; but, there are times when it becomes essential for franchisees to request for relevant and crucial changes. The reason behind the changes might be cultural or/and religious acceptance, or other reasons.
Starbucks is an excellent example of such a change. They improvised their logo through the years to make it more globally acceptable.
Smart Franchisees complete their research before they sign the franchise contract. They make sure that the Franchisor that they selected will offer Trademarks that will be accepted and adopted by not only its target customers but also by the region’s community.
If there exists the need for any changes, smart franchisees understand the importance of mentioning them and requesting changes before signing the Franchise Contract and fulfilling other legal requirements.
In older times, Franchisors were more resistant to change; however, with time franchisors have understood the need for changing the trademarks according to the franchisee’s regional demographics. Starbucks logo design modifications are one of the best examples of adaptation.
No matter if you are buying part time franchises or investing in large scale franchises UK, as a franchisee it is important for you to make sure that your customers can relate to the trademarks of your franchises. Usually, food franchises UK do not face difficulty in getting recognized by their customers, and this is one of the reasons why food franchises are a more popular Franchising option.
If you are opting for new franchises UK, then trademarks are going support you in establishing your franchise business in a shorter period. They are also essential for your franchise business in several ways:
- Trademarks are one of the most effective means of communication. A single logo can define all the attributes of a company. A slogan can reflect the real personality and identity of a brand.
- Trademarks are easy to identify. So, if you will enter a new market, it will be easy for customers to find the franchise.
- New customers will be willing to trust you because of the Franchise’s trademarks.
- It will also make hiring easier because people will recognize the franchise’s trademarks, and they usually prefer working for franchises of trusted business rather than new business as it is expected to offer more job stability.
Trademarks never expire, so there is no chance that a Franchisee would not be able to enjoy the benefits of trademarks and logos. However, franchisees should make sure that they only use the registered trademarks and logos, and gather concrete information about the registration of the trademarks and logos before signing the Franchise Contract.