Security Dealer & Integrator

AUG 2018

Find news and information for the executive corporate security director, CSO, facility manager and assets protection manager on issues of policy, products, incidents, risk management, threat assessments and preparedness.

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60 Security Dealer & Integrator / August 2018 s a security dealer, you know your client's home or business is only as secure as its weakest point. If you own or manage a security company that spends an appreciable percentage of total budget (e.g. thousands of dollars each month) on marketing activities in an effort to generate awareness and leads, you may be leaving your busi- ness exposed to losing everything. How? Many small- and mid-sized security businesses are ignoring a spe- cific and important task: registering and receiving federal trademark pro- tection for the name of the business. Operating a security business with- out a federally registered trademark is the equivalent of leaving the office door wide open, 24/7. ankfully, fil- ing for trademark protection can help you virtually lock that door. Do you plan on keeping your busi- ness small, focusing on a customer base in a single area; or, do you plan on growing your business across a much larger area by opening mul- tiple offices throughout a region? Regardless of your business growth plans, it is important to work with an attorney to protect the business's name and reputation through a federal trademark registration. Obtaining federal registration for a trademarked name means the business will be granted exclusive rights to use Protecting Your Name Four tips for security dealers in securing a federal trademark for the company's name By Josh Gerben A Your Business that name within the security industry, and can prove that you own the name should any questions arise. Having a federal trademark in place will also help ensure the business is ready for the future. If you ever decide to sell the company, prospective buyers will breathe easier knowing they are buying a brand with a "clear" name. Investing in a federally registered trademark for your business name is an investment in your brand and your business's bottom line. If you do not already have a federally registered trademark, work with an attorney and consult the following four tips for pro- tecting the brand you have worked so hard to build: Perform a search and file a trademark appli- cation: e first step of the trademark process is to ensure a similar name is not already registered or being used by another company. Work with a trademark attorney to perform a comprehensive trademark search – such an attorney has access to professional-grade search soware that enables searches far beyond anything you could perform on Google or via the United States Patent and Trademark Office (USPTO) website. en, the trademark attorney should file the application – having them handle this step can help you avoid many common technical errors and other pitfalls that tend to plague first-time trademark filers. Make the time and monetary investment: Set aside the time to get the trademark process started. e entire trademark process typically takes between six and eight months (usu- ally closer to eight), which includes three to four months for the USPTO's initial review. at time frame does NOT include the time it will take to get the application ready to file, nor does it factor in any time necessary to refile in the case of the application being denied, so be sure to add that into your plans. In terms of budget, the relatively low cost of trademark registration surprises most of our clients. In most situations, the USPTO charges a $275 filing fee for each class of goods or ser-

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