eBook - $9.90 (inc GST)
What's in a name?
Most small business owners register a trading name and think their brand is protected. It’s not. This guide explains what you’re missing, and what it could cost you.
The problem ...
Your trading name is registered. Your logo is designed. Your business is open. But have you actually protected your brand?
Registering a business name with ASIC gives you the right to trade under that name. It does not give you ownership of it. Without understanding the broader legal framework, trade marks, consumer law, and the tort of passing off, your brand could be vulnerable to legal action. You could unknowingly be infringing someone else’s rights.
What's inside?
Seven chapters covering everything a small business owner needs to know about protecting their brand:
- The difference between business names, company names, and domain names.
- Why registering a trading name is not enough to protect your brand.
- Registered vs unregistered trade marks, and why registration matters.
- How to do your due diligence before committing to a name.
- Trade mark infringement and misleading and deceptive conduct.
- The tort of passing off and how it protects unregistered trade marks.
- What it all means for your business, and your next steps.
Who is this eBook for?
For those small business owners starting a business, rebranding, or expanding and who want to make sure the name and logo they are investing in are legally sound before you spend thousands more in building your brand around them.
The offer
eBook: What’s in a Name
A guide to branding for Australian small business owners.
$9.90 inc GST. One-time purchase, instant download.
The author: Erica Taylor CEO & Founder Legal Literacy Foundation
Erica is a former lawyer with over 14 years of practice experience and the founder of the Legal Literacy Foundation, an Australian legal education platform built specifically for small business owners.
The Legal Literacy Foundation exists because Erica kept seeing the same thing in her legal career: smart, capable, hardworking small business owners getting caught out. Not because they were careless, but because they didn’t have access to the right information at the right time.
Legal literacy is about empowering you with the knowledge you need to have informed conversations with your professional advisers.
Your brand is one of your most valuable business assets. Make sure it's protected!
This publication is a legal education resource produced by the Legal Literacy Foundation (thellf.com.au). It does not constitute legal advice and should not be relied upon as a substitute for advice specific to your business situation. For advice tailored to your circumstances, consult a qualified legal professional.
