Protect Your Brand Like a Celebrity

Celebrities work hard to build and maintain a valuable brand. Here are four celebrity brand protection strategies you can use in your own business.

What would you like to protect?

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protect your brand like a celebrity

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Updated on: January 26, 2023
Read time: 3 min

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Imagine if your business had millions of social media followers, like the Kardashian/Jenner sisters. Or what if it were as influential and successful as Oprah Winfrey's media empire or Gwyneth Paltrow's Goop? These celebrities have worked hard to establish a distinctive brand and protect it.

No matter how small your business is now, the steps you take today to build and protect your brand will set the stage for growth and success in the future. Here are some lessons you can learn from the stars.

Lesson 1: Build your brand

Love 'em or hate 'em, the Kardashian sisters are glamorous, stylish, and larger than life. But there was a time when the oldest three were just clothing store owners (though wealthy and well-connected) in a Los Angeles suburb.

They rose to international fame and have endured as celebrities partly because their mom, Kris, pitched the idea of a TV show and has worked tirelessly to establish the Kardashian brand on everything from cosmetics to flip-flops.

Winfrey might have been just another TV host, but she has become one of America's most beloved and successful brands by sharing herself with her audience.

Gwyneth Paltrow was already an Oscar-winning actress when she started Goop Inc., her lifestyle brand. A goop conference sold out last year, and the brand recently expanded with a print magazine.

For both celebrities and small businesses, building a brand means thinking about what your company stands for, what makes it unique, and who your ideal customers are.

Once you understand these things, act like a celebrity, and consistently use your brand name in the places where your customers are likely to hang out—whether that's online or in person. When customers connect with your brand, they become fans. They want to be associated with you, just as some people want to wear the same fragrance as Kim Kardashian. Having a strong brand makes your business infinitely more valuable.

Lesson 2: File for trademark protection

A registered trademark gives you the exclusive right to use your brand's name nationwide in connection with a particular type of goods or services. And seeking trademark registration gives you the right to go to federal court if necessary to block others from trying to make money off your brand name.

Celebrities like Taylor Swift are careful to protect themselves with trademarks. Swift regularly files for trademark protection for lines from her songs, like “Look What You Made Me Do."

The trademarks are intended to protect Swift's right to emblazon the words on everything from T-shirts to guitar picks—and profit from a potentially very lucrative merchandising business. They also show the world she is in charge of her brand and will work hard to protect it.

Lesson 3: Enforce your rights

Trademark owners are responsible for watching for trademark infringement and taking action to stop it. If you let other people use your trademark, your brand isn't as valuable.

Sometimes, all that's needed to stop an infringer is a “cease and desist" letter advising the infringer of your trademark rights and asking them to stop. Enforcing your trademark also means monitoring trademark applications and opposing the ones that might harm your brand.

Celebrities are careful not to be too aggressive and start a social media backlash, but they aren't afraid to protect their rights.

When Rob Kardashian's fiancée applied for a trademark for her future Kardashian married name in 2016, Kim, Khloé, and Kourtney formally opposed it. Within months, the fiancée dropped both the trademark application and her relationship with Rob.

Lesson 4: Use 'common Threads'

When celebrities expand into new areas or enterprises, they are careful to maintain a “common thread" by incorporating parts of their brand name in everything they do. Winfrey has Harpo Productions (Oprah spelled backward) and O, the Oprah Magazine. The Kardashian clan's ventures include Kardashian Kids, KKW Beauty (Kim's initials), and Kylie Cosmetics.

Common threads make it easy for people to associate your new venture with your brand. If someone already likes your brand, then you'll have a built-in audience for whatever you're doing next.

Brands are as important to small businesses as they are to celebrities, and by protecting yours, you set a course for building a business empire of your own.

If you're ready to get started protecting your brand, with your trademark here.

What would you like to protect?Start my trademark
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This article is for informational purposes. This content is not legal advice, it is the expression of the author and has not been evaluated by LegalZoom for accuracy or changes in the law.

78 days ago
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Jose is the best.

Jose was very friendly and knowledgeable. He was able to answer my questions and provide me information of next steps to secure my trademark.

Cheryl Cooper
81 days ago
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The knowledge the agent possessed was…

The knowledge the agent possessed was super beneficial to rectify the situation I was having with my trademark. Very professional!

Craig Schsrfman
97 days ago
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Trademark work is great and effecient

Edit from my previous feedback and why i decided to give them 5stars they deserved: LegalZoom's support team was excellent—they addressed my concerns promptly and delivered a great outcome. I truly appreciate their help and want to give a shout-out for an outstanding customer service experience.

Trademark
96 days ago
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Thanks for being so helpful in the…

Thanks for being so helpful in the assist of getting my Trademark filed. -Patrick

Patrick Thompson
103 days ago
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Kevin was able to help me understand…

Kevin was able to help me understand the process needed for filing a trademark. He was clear in his answers and stayed on the phone to help walk through the onboarding.

Asiyah Lites-Rasheed
121 days ago
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Excellent Serviceed them for a trademark application

Used them for a trademark application. Excellent service. Knowledgeable staff. I would absolutely use them again. Probably save thousands by going through them.

Eric Hertz
148 days ago
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Estee was super helpful!

Estee helped me navigate the tricky trademark process. Highly recommend her!

Greg
148 days ago
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Very good and focused answers

I got a very good and focused answer to my trademark questions. Definitely makes me see LZ as the place to go with my legal questions. A+

Chip Humitz
152 days ago
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Help with trademark

Got exactly what I needed to register my trademark

Luci Bromberg
158 days ago
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I had a consultation with an attorney…

I had a consultation with an attorney through LegalZoom concerning the trademark process. and she was very patient and professional. She answered my questions and helped with the ones I had difficulty asking. I appreciated that

Isiah Jones ,jr.
177 days ago
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Strong support for trademark

The trademard support by Nick Belcastro has been excellent.

John Kirk Boyd
184 days ago
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Excellent service

Excellent service! Extremely knowledgeable and helpful in reviewing all the next steps in the process for filing the trademark with LegalZoom.

Brian Mayer
219 days ago
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Excellent Staff/Services

"LegalZoom made trademark filing for my company a breeze. Their system was incredibly user-friendly, and I was impressed by the professionalism of the staff. My attorney was not only knowledgeable but also took the time to answer all my questions and clearly explain the entire process. I felt confident every step of the way. I will definitely use their services again!"

Hedda
215 days ago
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Register Trademark using LegalZoom

The attorney assign to us did an amazing job by answer all our question in a friendly, timely and professional way. The attorney helps by giving us information to mange our account to register our Trademark.

wiltrey sanders
224 days ago
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Excellent experience with Legal Zoom

I have been looking to get my business trademark for a while now and I finally decided to try out Legal Zoom. I had an excellent experience with customer service ready to assist me through the process. The price is much more affordable than going through law offices. I highly recommend to anyone looking to get a trademark.

TheAlphabetshop
226 days ago
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Legally create your trademark with LegalZoom in 2025 and The Years to Come

The lawyer that assigned to me was not only professional and friendly, but patience beyond measure. All questions answered and additional information given to me as well for future services. This call gave me the reassurance I wanted and needed to continue using LegalZoom for future endeavors, and referring my community/platform to do the same.

Kali Harris
243 days ago
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Trademark Process Made Easy

My LegalZoom Trademark attorney, Asha was extremely professional, friendly and knowledgeable. She answered all my Trademark questions and made this process so easy. I felt like I was in good hands.

Virtually Debbie
250 days ago
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Trademark

Right now I use everything Legal Zoom has to offer and I'm so very happy with everything, especially the Trademark process. They were absolutely the best! Highly recommend!!

NicoleK
Rated4.6out of 5 based on23,800+ reviewson

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