“Low cost” do-it-yourself trademarks may be costly

It’s mighty tempting to skip the real live attorney and opt for the ease, convenience and “low cost” of do-it-yourself legal work on the internet. When it comes to trademarks, here are a few cautions:

• Finding an available domain name does not guarantee the name isn’t already trademarked by someone else.
• Conducting a trademark search online — and thinking the results are “OK” — does not guarantee good results in an online application for trademark registration.

When it comes to a sustainable, highly-marketable and protectable name for your company or product, opt for early dialog with a good trademark attorney. If you’re inclined, use the internet for an initial trademark search, then have your attorney interpret the report and advise you where and how to go next. Re-branding for legal reasons costs your budget — and your brand — dearly. It also creates set-backs that can be easily avoided. Comment

Small jobs count, too

Ever notice that well-branded companies have something in common? No matter how small or seemingly insignificant, all communications put the organization’s best foot forward. It could be an ingredients label. It could be a tweet, a web page, an imprint on a napkin or a bag of peanuts. The brand essence is never skimped or ignored. Southwest Airlines, Apple Computer, Martha Stewart and Google do a great job at integrating their brand character into all things large and small. I remind myself, as I do others: when the urge strikes to say “this one doesn’t matter,” you’re about to make a wrong turn. Comment

There’s no substitute for the human eye

When Sandy, our designer, showed me this ad this morning, we had a great laugh. Face it, this could happen to anyone. Without revealing the advertiser, here’s a striking example that Mr. Spellcheck does many things well, but simply can’t compete with the human eye on things that really matter. Comment

Honored to Paint for Miracles

Painting for Miracles benefits UC Davis Children’s Hospital by helping pay for sick and injured children. This year, I’ve benefitted too. It was truly a joy to join colleagues and friends for three days of painting. As I read the story I’d been given of a 15-year-old leukemia patient from North Dakota, I was reminded how often I’ve been moved by the courage of those facing life-threatening disease. Every artist received a different story to depict, the resulting work to be auctioned a few days later, thanks to the hard work of event founders Julie and Creighton Knudsen. I’m honored to work in an industry where not only I can serve clients whose daily task saves lives or makes someone’s life better, but to be surrounded by people who care enough to make events like this possible. Anyone want to sponsor an artist next year? Comment

When humility gets in the way

While a humble attitude is good, too much humility can place a well-deserving organization too far in the background. For instance, lives in crisis are turned around by more than 70 Catholic Charities of Sacramento programs, run by six member organizations — each individually known to varying degrees in their local communities. Consumed with individual programs, Catholic Charities had spent little time telling its own story and came to Kathy Dana, Inc. for help creating a stronger presence. It had become increasingly important for people to know that the member organizations were part of Catholic Charities. With more than 35,000 individuals and families receiving help each year, theirs was a story in need of telling. For non-profits, telling your story as often as possible is another way of providing service to others. That's because when people recognize who you are, it helps you grow, raise funds and prevail in difficult times. Comment

Everyone has a brand

A colleague recently asked if I would provide a few words on branding oneself in the workplace. She was about to conduct a job-hunting seminar and felt insights on “branding” would be valuable.

What I’d say to an individual is exactly the same as what I’d say to a company with thousands of employees. Know the value of who you are and what you bring. That’s the secret to a strong brand.

Good news is: you already are your own brand. Those you’ve worked with have experienced it: colleagues, suppliers, mentors, bosses, direct-reports.

Even when you’ve lost a comfortable, long-term position — leveraging your brand will create new opportunities. To clarify your brand, step back and create a clear picture. Can you express your value in three words? Confident, experienced, flexible? Creative, team-builder, energized? Mentor, leader, supporter?

Make sure prospects experience “you” — your brand — consistently: Your tone on paper, Linked-in, Facebook. How you answer the phone. Your business card, the questions you ask, what people say about you, the tone of your appearance. Come up with your three words. Convey those qualities at every touchpoint. Seek opportunities that match your brand. Surely these are the opportunities that will bear the most fruit. Comment