A brand is more than a logo or a catchy name — it is your business identity, reputation, and promise to customers. Yet without legal protection, that identity can be used or copied by others. A trademark gives your business the legal power to protect what makes it unique.
At Persona Finance, we support entrepreneurs and established businesses in securing and managing their trademarks across the UK, EU, and UAE. This guide explains what a trademark is, why it matters, and how you can protect your brand as a valuable business asset.
A trademark is a legally protected sign that distinguishes your goods or services from those of other businesses. It can be a brand name, logo, slogan, sound, shape, or even a colour. In the United Kingdom, trademarks are registered through the UK Intellectual Property Office (IPO), which grants exclusive rights within specific categories known as Nice classes.
Once registered, a trademark becomes a powerful legal tool — it allows you to take action against anyone using a confusingly similar mark without your permission.
What does a trademark protect?
A trademark protects the identifiers that represent your brand to consumers. This includes the words, symbols, or design elements that create your brand’s public image.
A trademark delivers legal protection and tangible commercial value. It is essential for every organisation that invests time and money into building brand recognition.
Registration gives you the exclusive right to use the mark in your chosen classes and to prevent others from exploiting similar branding.
Customers trust a brand they recognise. A registered mark reinforces credibility across packaging, digital marketing, and sales platforms.
A trademark can be licensed, franchised, or sold, becoming an income-generating asset that enhances company valuation and investor appeal.
Registered marks support cross-border protection and help businesses expand internationally with confidence.
Why should small businesses register a trademark?
Even small businesses benefit. A trademark transforms a name or logo into enforceable property, reducing risk and supporting long-term growth.
Many business owners mistakenly assume that registering a company name or purchasing a domain automatically grants trademark protection. These are separate systems with distinct purposes.
No. A company name shows who you are; a trademark protects what you sell and how you present it to the public.
You can register distinctive signs that clearly represent your brand. Examples include:
However, some applications fail because the mark is considered too descriptive, generic, misleading, or offensive. The UK IPO will refuse marks that simply describe the goods or services, such as “Fresh Bread Bakery” for a bakery.
What trademarks are commonly refused?
Applications that lack distinctiveness or merely describe the product or service are often refused on absolute grounds.
Trademark registration in the UK follows several structured stages managed by the UK IPO.
Many businesses lose protection or waste money due to simple oversights. Avoid these errors:
relate to the mark itself — for example, being descriptive or non-distinctive.
Relative grounds arise when another party already owns a similar registered mark in the same class.
After registration, active monitoring and enforcement maintain brand strength.
No. Only registered trademarks may display the ® symbol. Others can use ™ to indicate an unregistered mark.
A UK trademark protects your rights within the UK and the Isle of Man. Businesses expanding overseas should consider international coverage.
The Madrid Protocol, administered by WIPO, allows one central application to protect marks in multiple countries. Alternatively, you can file national applications in specific regions.
How can I protect my brand internationally?
You can extend your UK application through the Madrid System within six months or apply directly in target markets for broader protection.
Trademarks last for ten years and can be renewed indefinitely. However, failure to renew or demonstrate genuine use can lead to cancellation.
Good trademark management includes:
A UK trademark remains valid for ten years and can be renewed indefinitely if renewal fees are paid and the mark continues to be used genuinely.
A trademark is more than a registration — it is a foundation for long-term brand strength.
Persona Finance provides:
Our expert team combines accounting precision with compliance expertise, helping businesses transform their intellectual property into a secure, measurable asset.
If you are ready to protect your brand, contact Persona Finance for a consultation today.