Your Startup's Most Valuable Asset Is Its Intellectual Property

As a company grows and expands, its most valuable intellectual property may not reside in any of the specific technical features but rather in the brand that users associate with the service: the company's trademarks.

Find out more about intellectual property basics

Trustpilot star rating bar
Man in black sweater typing on laptop at table

Contents

Updated on: March 21, 2023
Read time: 3 min

The best technology is invisible. Whether it's your favorite social network, online streaming, or ride-hailing—they just work. People choose these services, not based on the specific technological solutions that underlie them, but on the overall experience, they provide.

That user experience doesn't just happen. It includes the code the programmer writes, the system the architect builds, and the interface the designer creates. If the company is missing any one of these parts, then it cannot deliver a great experience.

It's absolutely essential that the company have clear ownership for all the technology that goes into creating the experience—because it is the experience that makes the brand. As your customers begin to identify with that branded experience, you also need clear ownership of the brand to protect your place in the market.

startup.jpg

Taking the right first step

When the programmer, the designer, and the architect come together to build the service that will support the customer experience, their first step is not to select a programming language or to buy hardware. The first step is to form a company and decide who owns it.

In order for the company to own all the technology that drives the experience, the company must own all the intellectual property for all the technology. The founders must agree to the terms under which they are trading intellectual property for a stake in the new company. The longer the founders wait to do this, the bigger the risk that some part of the technology will be unavailable to the company.

As the company grows and expands, its most valuable intellectual property may not reside in any of the specific technical features but rather in the brand that users associate with the service: the company's trademarks.

The tech behind the experience

Services like Netflix and Facebook have staggeringly complex technology that does seemingly simple things, like curating a user's news feed or formatting a movie to fit any screen. It is a credit to the underlying technology that so many of these solutions are nearly invisible.

As the company succeeds, the individual technical components become less and less important. Instead, they contribute to the positive feelings that users have toward the brand. This appreciation of the brand gives Facebook and Netflix an incentive to continuously improve their services. And that's what trademark protection is all about.

So long as the service continues to work—and as their user experience improves—customers may not appreciate the efficient network architecture or the zero-second-latency protocol. Nor should they need to. People just love the brand that provides the service.

Smart companies will protect that brand, along with the individual technical components.

What trademarks do

How do you protect a brand? Through trademarks. Trademarks are different from other forms of intellectual property in that they protect the goodwill that companies foster with their customers.

Also, unlike most forms of intellectual property, so long as the trademark owner renews the trademark, the protection continues. With a simple filing every ten years, the trademark can potentially exist forever. No one else can use the same brand for the same kind of service.

Companies that take trademark protection seriously are investing in a lot more than just protecting their logo. They're investing in everything from the internal, technological components to the outward-facing public persona and brand. Because the whole is greater than the sum of its parts, you want to be sure to protect it.

Find out more about intellectual property basicsStart Now
Twitter logoFacebook logoLinkedIn logoReddit logo

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.

86 days ago
Trustpilot star rating bar

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
89 days ago
Trustpilot star rating bar

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
105 days ago
Trustpilot star rating bar

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
104 days ago
Trustpilot star rating bar

Thanks for being so helpful in the…

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

Patrick Thompson
111 days ago
Trustpilot star rating bar

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
129 days ago
Trustpilot star rating bar

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
156 days ago
Trustpilot star rating bar

Estee was super helpful!

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

Greg
156 days ago
Trustpilot star rating bar

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
160 days ago
Trustpilot star rating bar

Help with trademark

Got exactly what I needed to register my trademark

Luci Bromberg
166 days ago
Trustpilot star rating bar

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.
185 days ago
Trustpilot star rating bar

Strong support for trademark

The trademard support by Nick Belcastro has been excellent.

John Kirk Boyd
192 days ago
Trustpilot star rating bar

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
227 days ago
Trustpilot star rating bar

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
223 days ago
Trustpilot star rating bar

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
232 days ago
Trustpilot star rating bar

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
234 days ago
Trustpilot star rating bar

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
251 days ago
Trustpilot star rating bar

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
258 days ago
Trustpilot star rating bar

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
61 days ago
Trustpilot star rating bar

Obtaining a Copyright

I had some questions about copyright, and he answered all of them. He was pleasant to talk to very professional. I was very pleased. I've been using legalzoom for many years, and I love you guys. Thank you.

NORINA PURRO
62 days ago
Trustpilot star rating bar

Happy customer

Ms. Green, was very helpful in assisting me step-by-step in guiding through the process in getting my copyright application. She was patient and very polite. She offered to follow-up on my completed, make sure the process was successful.

Ayesha
68 days ago
Trustpilot star rating bar

Superior Customer Service

Superior customer service and expertise from Patti Green. I have a urgent need for an attorney consultation regarding state level copyright law. Ms. Green quickly and seamlessly steered me to the plan which affords this service. The consult was immediately scheduled for the next day. To say the least, this experience was exemplary.

Guy Hampson
73 days ago
Trustpilot star rating bar

Copyright registration

Karen helped me immensely during my copyright registration. Very patient. Carrie was alos very good over there.

rjparadee
117 days ago
Trustpilot star rating bar

So far whenever I have tried to work…

So far whenever I have tried to work with Legal Zoom it has been a great experience. Both Holly and Denise have helped to make my tour of the legal process for a copyright excellent and I now have my copyright in my hands. I might add that I am amazed I got it under the oligarchy at all after doge got done.

Connie Lednum
111 days ago
Trustpilot star rating bar

Great Copyright Registration Experience

Walked me through the process to register my copyright. Made everything quick and easy!

Cheryl C
130 days ago
Trustpilot star rating bar

Your expertise and knowledge of my…

Your expertise and knowledge of my questions regarding my copyright I applied for was nothing less than stellar!

Lorenzo Vito
157 days ago
Trustpilot star rating bar

Time and clarity

Thank you for your time and clarity explaining items from my behalf in regards to Copyright material. I also appreciate the no queue waiting on line when I called. I do recommend you.

Adriant Sanchez
165 days ago
Trustpilot star rating bar

Elizabeth was AMAZING!!!

Elizabeth was AMAZING!!!, She walk me thru the whole copyright process. Thank you

Adewale Agboke Jr
173 days ago
Trustpilot star rating bar

Very responsive and was able to answer…

Very responsive and was able to answer my questions about Copyright options quickly and professionally.

Daniel White
328 days ago
Trustpilot star rating bar

Great customer service

Great customer service! The LegalZoom representative showed genuine care. She followed up on my Copyright Order, and remembered me and my name from the previous Copyright phone call. She was very helpful and represented LegalZoom with excellence. Thank you for hiring, and retaining such a talented energetic representative.

Joshua Earl
569 days ago
Trustpilot star rating bar

Legal Zoom Delivers On Their Promises!

Legal Zoom is professional, accommodating, and gracious. We went to them for copyright help, and true to their promise, we accomplished this endeavor in 30 minutes. EASY!! What a fresh breath of air to find a company that delivers exactly what they say they will! We'll be a Legal Zoomers for life!

Alice Osborne
1208 days ago
Trustpilot star rating bar

Better than "Uncle Sam"

I had to get a copyright done and got nowhere with the U.S. Government Copyright Office, it was a joke! Legal Zoom took care of it and had me "fixed up" in 5 minutes. Thank You, Legal Zoom!

Padu
1314 days ago
Trustpilot star rating bar

Legal Zoom performance is exceptional

Legal Zoom his handled four copyright applications for me and they are exceptional.

C Robert Cales
1591 days ago
Trustpilot star rating bar

Copyright application

I am a new author and am filing copyright for my manuscript. My experience with LegalZoom has been very successful and a pleasure. The associate was knowledgeable and a pleasure to work with. I would recommend this service.

DJS
1752 days ago
Trustpilot star rating bar

LegalZoom's Guidance is the best

I'm applying for a copyright for the first time and I was very nervous. My status page told me there was a problem and I should call LegalZoom. Kirk explained it was just a simple confirmation that was needed and he took the time to explain why its needed and talked me through what happens next. LegalZoom is just the best thing for a first time business owner like myslef.

rjlog
146 days ago
Trustpilot star rating bar

This is my 2nd provisional patent with…

This is my 2nd provisional patent with Legal ZOOM. This time I dealt with Mak Champ he was Great, went out of his way to make it as easy as possible. Thank You

JoeSnook
172 days ago
Trustpilot star rating bar

Great Experience with LegalZoom

My experience in submitting a Provisional Patent Application has gone very smoothly so far. Customer Service and Support was very prompt and answered all my questions very quickly. I highly recommend Legal Zoom.

Viki Mann
230 days ago
Trustpilot star rating bar

Sandra helped me make the additional…

Sandra helped me make the additional orders on my account for the patent information. She helped me on everything I asked for. Thank you for making a difficult process much easier. thnx.

Rodney Kreinbrink
291 days ago
Trustpilot star rating bar

Tiffany was patient,professional and thoughtfully thorough!

Tiffany was patient, professional and thoughtfully thorough in her assisting me through procedures involving my patent processing!!

Valued Customer DT
291 days ago
Trustpilot star rating bar

Professional and Kind

Carrie was extremely helpful in answering my general questions regarding the trademark and provisional patent application process and fees. She was clear and succinct while maintaining a level of kindness and understanding of my needs. She provided the exact information I needed, saving me time and effort in researching via other routes. Thank you!

Teresa
886 days ago
Trustpilot star rating bar

Did a provisional patent application…

Did a provisional patent application (PPA). Streamlined and professional. Very helpful if ever needed. Always a pleasure to work with.

Bill K
934 days ago
Trustpilot star rating bar

Wes is always great to talk to

Wes is always great to talk to. He seems just as excited as we are about the next step in our patent process

Ann
936 days ago
Trustpilot star rating bar

LegalZoom is a great resource for…

LegalZoom is a great resource for anyone needing legal advice and in my case patent applications.

Patrick Walker
950 days ago
Trustpilot star rating bar

Great service

Great service, easy to understand each step in the patent journey. Wes my account manger was great and extremely helpful. I firmly recommend this service to anyone who has an invention they need protecting.

Tony Cooper
Rated4.6out of 5 based on24,052+ reviewson

Showing our favorite reviews