The most important aspect of your business is its identity – its trademark™.
by Beniam Biftu
Note: This article originally appeared on It has been republished here as a resource for our readers.
Due to the popularity of HVACR Business’s Tops-In-Trucks Fleet Design Contest the magazine’s publisher asked me to write a series of articles on trademarks and trademark infringement. Imitation may be the best form of flattery; however, in the case of logos and trademarks this can get you into significant trouble. read more

Understand the basics of trademark law and how to protect your small business.
by Beniam Biftu
Note: This article originally appeared on It has been republished here as a resource for our readers.
Your trademark is one of your business’s most valuable assets. Failure to protect your trademark could result in lost sales and injury to your business’s reputation. Unfortunately, many business owners incorrectly believe incorporating a company under a particular name or registering a domain name will give them exclusive rights to use that name. read more

Building your brand to break through the clutter.

The digital revolution has transformed the economy, shifting power from companies to the consumers. Essentially, this has changed how businesses operate, making it imperative that a company acts appropriately 24/7. In a sense, technology has made the world smaller, transcended borders of time and space, and put true control at the consumers’ fingertips.
As such, the marketplace went from local to global almost overnight. Consumers are able to purchase products from around the world as opposed to what’s available in driving distance. read more

In the battle for brand supremacy, awareness is crucial. It is because of this that so many big businesses take great pains to make sure their branding is present everywhere their consumers might be. Head to the supermarket, the bus stop, the big game, the local pub, or the television and you’re bound to see names like Coca Cola and McDonald’s throughout.
The latest hotspot, however, is the mobile device–and for good reason. Consumers are spending more and more time on mobile devices, read more

Is a poor identity and “nephew art,” holding your small business back?

It’s understandable why many small business brands need help. Fledgling businesses often exhaust their financial resources paying for fleets, equipment, and everything else they need to get up and running. Branding becomes an afterthought — when the budget is stretched thin. So, they quickly have something thrown together. Then this “design” becomes the foundation of your brand. But as you’re trying to grow your business and take it to the next level, read more

Just as a contractor has a fully stocked toolbox for building homes, so too do marketers rely on their own toolbox to successfully build brands. These go-to instruments allow them to develop a brand ‘s story and image. So how can a small business owner leverage the same marketing tools and stand out in their competitive market?
The Essentials
The Logo. As the foundation of your brand, your logo needs to drive the image of your marketing elements and campaigns. read more

Ever wonder what it takes to build an effective small business brand? We’re often asked about process, and how we go about building some of the brands we’ve created. Building an effective small business brand takes a lot of time–and a lot of hard work. Here’s a step by step of our process—and what it takes to do the job right.
Step 1: The Sketch Process
Here’s the hand-drawn sketch work we presented to the client. read more