300,000 New Businesses, 300,000 Potential Disasters.
In the heart of Australia's bustling startups eco system, a new company is born every two minutes. It's a statistic that should fill us with pride – a testament to Australia's entrepreneurial spirit. But as someone who has crafted over 220 brands over two decades, I see a looming crisis that few are talking about.
The Unseen Threat to Australia's Business Landscape
Picture this: A passionate entrepreneur pours their life savings into a dream. They craft the perfect name, design a stunning logo, and launch with fanfare. Six months later, a cease-and-desist letter arrives. Their brand, it turns out, is already owned by someone else. In an instant, years of work and thousands of dollars evaporate.
This isn't a hypothetical scenario. It's a story I've witnessed unfold way too many times over my 20-year career as a brand builder. And with over 300,000 new business registrations in Australia each year, it's a tragedy set to repeat itself at an alarming rate.
The Myth of Business Registration
Here's a truth that might shock you: registering your business name or getting an ABN doesn't protect your brand. I've seen seasoned business owners, some operating for decades, suddenly discover they don't legally own the name they've built their reputation on.
The consequences? They're devastating:
- Startups forced to rebrand, losing hard-earned recognition and customers
- Established businesses facing costly legal battles
- Partnerships dissolving under the stress of unforeseen rebranding costs
- Families torn apart as life savings disappear into legal fees and rebranding efforts
One client, a bustling and trending Amazon business, had to dispose hundreds of thousands of dollars worth of products due to a name infringement. Another, a promising tech startup, saw their capital raising opportunity nearly in jeopardy when they didn't secure their product name from the get go.
The Birth of a Solution
After witnessing tragedy after tragedy, I knew something had to change. I needed a one-stop, one-click solution that can help businesses do their own Brand name check right from the start! A fast, reliable, and convenient self-service portal that tells you instantly if a name (new or established) can be consistently used across several platforms - as your web address, on facebook®, Instagram®, twitter®, LinkedIn® and Pinterest® or as a business name/registrable entity. That's how BrandReadiy.com was born.
The concept is simple: make brand protection accessible, affordable, and straightforward for every Australian business owner. No legal jargon, no exorbitant fees – just a clear path to securing your brand's future.
A Call to Action for Australian Businesses
The statistics are alarming: nearly half of all small businesses in Australia face rebranding due to conflicts. It's not just a business issue – it's an economic one. Every rebranding effort represents jobs lost, innovation stifled, and dreams deferred.
But it doesn't have to be this way. Here's what every Australian business owner needs to do:
- Check Your Brand Now: Don't wait until you receive a legal notice. Use tools like BrandReadiy.com to verify your brand's uniqueness and protectability.
- Educate Yourself: Understanding the basics of trademark law can save you thousands down the line.
- Protect Early: The earlier you secure your brand, the stronger your position. Don't wait until you're "big enough" – by then, it might be too late.
- Stay Vigilant: The business landscape is always changing. Regular brand check can catch potential conflicts before they become crises.
A Vision for Australia's Business Future
Imagine an Australia where every new business starts on solid ground, where entrepreneurs can focus on innovation without the specter of brand conflict looming over them. It's not just a dream – it's an achievable reality.
As we celebrate the boom in new businesses, let's also commit to protecting them. Because a protected brand isn't just a legal asset – it's the foundation of business success, the guardian of jobs, and the catalyst for Australia's economic future.
In my 20 years of building brands, I've seen the best and worst of what can happen. Now, it's time to ensure that every Australian business owner has the tools to write their own success story – starting with a name they can truly call their own.
Sending you all my best wishes in your brand building journey - Delia S Yeboah (Founder of BrandReadiy).
Cover Image credit: Vecstock on Freepik
