The one business lesson I didn’t think I needed - until I did

Like every other entrepreneur, I was focused on one thing: survival. Plain and simple. Anything outside of keeping the business running felt like a distraction - because when you employ full-time staff, you need revenue, and you need it fast.

But… and there’s always a but.

Someone tried to hack our system. I mean, we’re just a drop in the ocean! Why would anyone come after us? And then we got a suspicious email - not from an African prince offering millions (been there, done that - just kidding) about a Chinese company using our brand name and that made me realise we needed to act.

I like to think I’m a well-organised person, so we started the trademark process early, but the truth is:

You don’t have to be big for someone else to take what you’ve built.

Waiting to secure a trademark can leave you exposed to unexpected risks. And once you’re forced to fight for your brand, it’s often too late - or at the very least, far more expensive and time-consuming than handling it early.

So, let’s break it down. I hope what I’ve learned can help anyone reading this.

If you’re an entrepreneur or business owner, you’ve probably thought about protecting your business name at some point. Maybe you even looked into trademarks but decided to push it aside for later.

I get it.

When you’re running an early-stage business, your priorities are clear: growth, customers, survival. Legal paperwork? That’s somewhere at the bottom of the list.

But here’s what I’ve learned: trademark protection isn’t just about preventing problems - it’s about protecting your ability to scale without disruption.

Take our name, for example. We started as Another Set of Eyes before shortening it to anet360 - and then, after some time, we went back to Another Set of Eyes again. I like it the most. It reflects who we are and what we do.

But here’s the catch: when your brand evolves, you need to make sure you actually own it.

At the simplest level, this means securing domain names. We were lucky - we have anet360.com and anothersetofeyes.org.

But securing the right domain isn’t always straightforward. Sometimes, it can be tricky and expensive. And I mean really expensive.

If the name you want is already taken, you have two choices:

1. Pay a premium to buy it from the current owner.
2. Settle for an alternative name (which may not be ideal).

A simple GoDaddy search can be a good starting point. It helps you check availability early before committing to a brand name. Because if you don’t, you could be setting yourself up for a lot of unnecessary complications - extra time, administration, and cost.

So, before you get too attached to a name, think strategically.

Not just about your business today, but about where it might be in the future.

There are a few beliefs that many entrepreneurs fall into - and I know because I used to think the same way.

1. “I’ll deal with trademarks when my business is bigger.”
2. “No one’s going to steal my name—it’s too niche.”
3. “Legal fees are a luxury I can’t afford right now.”

It’s easy to think trademarks are just a formality - until the day you find out that someone else has claimed your brand name. That’s when a small legal expense turns into a full-blown rebranding nightmare. I’ve seen businesses go through this, and trust me, it’s not something you want to experience.

Would you rather spend a little now to protect your brand, or a lot later when you're forced to fix a problem?

There’s a reason trademark protection exists - it prevents costly disputes and brand confusion. A business can grow under a name for years, only to wake up one day and find out someone else has registered it first. And that’s when things get messy.

For example, I love Innocent Drinks — I really do. Their Apple & Mango smoothie? It’s my go-to. Smooth, refreshing, just the right balance of sweetness.

But here’s something I never expected:

Even a huge, well-established brand like Innocent has faced legal trouble over its logo.

The dispute? Their well-known ‘dude’ logo — a simple, playful face that most people associate with the brand.

Turns out, the original design wasn’t properly locked down, leading to multiple court proceedings, legal expenses, and unnecessary disruption. For a brand as big as Innocent, you’d assume they had everything covered. But even they found themselves caught in a trademark battle that could have been avoided.

Think about the last time you bought new clothes. Can you be 100% sure they weren’t counterfeit? These days, counterfeit products have become so sophisticated that even experienced shoppers struggle to tell the difference between real and fake.

And it’s not just luxury brands that are affected. Intellectual property theft is everywhere. According to Forbes, IP theft costs the U.S. economy up to $600 billion annually.

That’s not just a problem for the big corporations - it affects businesses at every stage.

The point is, brand protection isn’t just about avoiding inconvenience. It’s about defending the long-term value of what you’re building.

Because once someone else claims your name, your logo, or your brand identity, getting it back can be an uphill battle — one that’s expensive, stressful, and often avoidable.

Just when I thought I had enough to worry about, I learned something that made trademark protection even more fun (because who doesn’t love an extra layer of complexity?).

One of the most important lessons I learned from professionals in this field - especially Alice, a Trademark Attorney at Gill Jennings and Every LLP,  who’s brilliant at what she does — is that a trademark has a five-year non-use grace period from the date of registration.

Honestly, before I heard this, I thought:

“We’ve got the trademark - job done! What’s next?” But… nope.

What Does That Actually Mean?

If a trademark isn’t actively used within five years, it can’t always be relied upon to block other applications. After that period, it can even be cancelled due to non-use for certain goods and services. To avoid this, businesses should keep dated records and materials proving use of the mark. This was something I had never considered before.

It turns out registering the mark is just the beginning - actively maintaining it is what really matters. And since I like to explain things in a way that I understand, let’s break down the next two steps in protecting your trademark.

Getting a Trademark is one thing- monitoring it is another

Trademark Watches - staying ahead of competitors

Oh gosh, I love watches… unfortunately, what I’m about to share has absolutely nothing to do with them. I hoped. I really did. But no, nothing to do with an Omega.

Instead, trademark watches help businesses monitor when similar marks are being registered. And while it’s not as fun as a mechanical masterpiece on your wrist, it could save you from a legal headache later.

How does a Trademark watch work? In simplest terms it alerts you when new trademark applications similar to yours are filed. These can be:

• Jurisdiction-specific (UK, EU, worldwide). Focused on key competitors (so you know what they’re up to).
• Covering multiple trademarks (if you have variations of your brand).

Why is this important?

Because the earlier you catch a potential conflict, the easier it is to act. Simple as that. 

Instead of finding out too late—when another company already owns a name that’s confusingly close to yours—you can challenge it early and prevent bigger issues down the line. Think of it as brand insurance. You might not need it today, but when you do, you’ll be glad it’s in place.

Customs protection—stopping counterfeits before they enter the market

If trademark watches are about preventing legal conflicts, customs protection is about stopping counterfeit products from flooding the market under your brand’s name. With a Customs Application for Action (AFA), authorities intercept and seize counterfeit goods before they even hit the shelves.

Why this matters for long-term brand protection

• Competitors might file similar marks in your industry.
• Counterfeiters can exploit your brand’s reputation to sell unauthorised goods.
• Without proactive monitoring, problems escalate before you even notice them.

These aren’t just tools for big corporations — they’re valuable for any business looking to protect its brand over time. So, if you’re serious about long-term brand security, it’s worth thinking beyond just registration. We do - surprise! 

When you register your trademark early, you’re not just checking a legal box — you’re securing your brand’s future.

Here’s what it really means:

• You own your brand name legally, preventing disputes before they happen.
• You can enforce your rights against copycats, rather than watching someone else profit off your hard work.
• You can scale with confidence, knowing your brand is protected as you expand into new markets.

It’s not about paranoia. But you know the saying: “If you trust, it’s good. If you don’t, it’s better.”

Trademark protection isn’t about living in fear—it’s about future-proofing what you’re building.

What Happens If You don’t take action?

This post isn’t meant to scare you—it’s meant to bring something to your attention.

Because this isn’t just about taking action today—it’s about making sure trademark protection is on your radar.

If it’s not on your list yet, it should be.

Here’s what can happen when trademark protection gets overlooked:

• You lose your brand name because someone else trademarks it first.
• Rebranding is expensive—new logos, websites, marketing materials, and lost SEO rankings.
• Legal battles drain resources that could have been spent on actual business growth.
• Customer trust declines when brand confusion arises.

And which of these is the worst? Honestly, God knows. But you really don’t want to find out.

Now, you might be thinking: "That’s easy for you to say—you already have a protected brand name."

And you’d be right.

We’ve gone through the process. We secured our brand name, and now? Now we’re in for a rather long 18-month wait. I’ll explain that part later.

But for now, just remember: trademark protection isn’t an afterthought—it’s part of building something that lasts.

I did our very first trademark application myself—and of course, it was a mess. Why?

Because while it looks simple, it’s actually an art to find the right classes for your brand. That being said, nothing prevents you from doing it yourself. If you choose to go that route, make sure to get some legal advice.

The good news? You don’t always have to pay for it.

There are hundreds of websites offering free resources, but if I were you, I’d go straight to the source:

• UK Intellectual Property Office: https://www.gov.uk/government/organisations/intellectual-property-office
• World Intellectual Property Organisation (WIPO): https://www.wipo.int/portal/en/index.html

And if you want more guidance, most IP and patent law firms offer free resources on their websites.

• Gill Jennings and Every LLP - https://www.gje.com/resources/

At the end of the day, securing a trademark isn’t about fear — it’s about awareness and strategy.

A Simple Rule I Follow Now: "When I’m building my business, I want to protect my brand name early so I can grow without fear of legal issues or rebranding later." So if you’re reading this and thinking, “I should probably look into this”, then maybe now is the time.

Not because I’m telling you to, but because it’s a conversation worth having before it becomes a problem.

Quick action checklist: are you protecting your brand?

Just because we all love bullet points and checklists! 

• Have you checked if your brand name is already trademarked?
• Have you secured a trademark in the markets where you plan to grow?
• Are you considering a broader IP strategy beyond just a trademark?

If you’re not sure where to start, that’s okay. The most important thing is to start thinking about it before you have to. And if you’ve had any experiences - good or bad - with trademarks, I’d love to hear your thoughts.

Let’s keep the conversation going.