2) THE DIFFERENTS BETWEEN A LOGO AND A TRADE

MARK AND THEIR RESPECTIVE IMPORTANCE

i) Everyone knows the importance of making a good first impression, and

that importance extends well beyond job interviews and men/women
date. For your burgeoning business, a first impression might come in the
form of a website visit or a quick online ad – formats where you only have
a tiny moment to leave a positive mark.

That's where clear, concise, bold and memorable branding comes into play. Do you
have a catchy business name already? Great. Now it's time to attach that name to a
visual identity; to do that, you'll need a logo and a trademark for that logo.

Don't think of it in terms of a "trademark vs. a logo" – think of the two as partners,
because your business's trademark and logo work in tandem to brand your
business.

What's a Logo?
So what's a logo, anyway? Picture the golden arches of McDonald's. Or the apple-
shaped icon on the back of your Macbook or apple phone. Or the swoosh on your
Nike Air Jordan shoes. These iconic symbols are all logos. A logo is simply a visual
symbol – which may or may not include the business's name – used to identify your
business. A designer usually creates it, and it commonly appears on signage,
products, stationery, websites, uniforms, advertising, branding and marketing
materials. Ideally, when someone sees your logo, they immediately associate it with
your business – just like when you see those golden arches, you know there are
burgers and fries ahead.

So it's fair to say that your business's logo is sort of its visual trademark, but that's
just speaking in the vernacular sense; in the legal sense, a trademark is something
else entirely.

What's a Trademark?
If you look closer at those iconic McDonald's, Apple and Nike logos, you might
notice something else. Often, when you see their logos and those of other
businesses in print, they are accompanied by a tiny "TM" or "R" to let you know that
they have been trademarked or are intended to be trademarked.

A trademark legally protects your logo, signifying that it's the intellectual property of
your company. You can also get a slogan, company name or any other phrases or
design elements that identify your company trademark. By confirming legal
ownership of your logo or branding elements with a trademark, you can prevent
others from using them without your permission or ripping off your designs for their
own use.
 From my research the United States Patent and Trademark Office issues
trademarks, but to receive a trademark, the logo must be unique – you can't
trademark a logo that's just a circle or a business name like "Restaurant," for
instance. To make sure your company's logo meets the requirements, have a
thorough search through the USPTO's trademark database online before
submitting your application.

The "TM" or "R" mark next to your logo conveys the message that you have a legal
claim to the design. You don't need to include it alongside your logo; just holding
the trademark itself is enough. But including the annotation sends a message to
competitors or anyone who might be apt to use or copy your logo without
permission.

If you plan on using different variations of your logo – such as different colors or
shapes – you'll want to file for logo trademarks for each variation to maximize your
legal ownership. Keep in mind that a trademark only protects the logo itself, not the
product or service the logo is associated with.

ii) Why Are Logos Important?

Logos matter a lot, and here’s why.
They’re Your Brand’s Face
Think about any business at all. Reebok, Ford, anything works. The first thing you think about
is probably the logo, right? If you were to design a comic book based on these brands as
characters, their logos would literally be their faces.
When you see a logo that you have a history with, you will associate it with those experiences
and memories.
Brand Recognition
A good logo provides an instant memory of your brand into a customer’s mind. Simple shapes
and colors are the easiest things for people to process, and they’re so much easier to memorize
than words.
Because of this, if your logo is a unique, simple image, it’ll stand out from the crowd in the
marketplace, making it easy for your customers to find and identify you.
Influence Our Decision Making
The second your customer looks at your logo, whether or not they find it aesthetically
pleasing, they are going to start making judgments about it. That one image will change how
they see you in some way.
If your customer thinks that your logo is too much of anything, be it fun, expensive,
corporate, or radical, they will avoid it. And if the brand and logo look like it will compliment
the image they put out in the world, they’ll consider buying it.
You want to encourage your target audience to buy from you. So, by extension, you want
your logo to represent you the right way.
Also, from the start, your logo will give your customers expectations of your brand and if you
don’t meet them, things will go downhill. It’s so important to get this part of branding right.
First Impression
When it comes to impressing and attracting customers, you have one chance to get it right. If
your logo cant draw in onlookers, it’s so easy for people to click away or find something else
they jive with more.
Poor logo design can seriously hurt your business’ first impression. If you choose to go the
DIY route or save money on an inexpensive designer, you need to understand the risk you’re
taking.
Scrimp and save at other points in the branding process, not here. After all, there’s nothing
more expensive than a cheap design.
Brand Values and Other Meanings
We’ve hopefully got it stuck in your head that your logo’s one and only mission in the world
is to let people identify your business.
But, and this is a small but, you can also use them to communicate specific messages about
your brand’s values.
The key here is simplicity. You don’t want to try and shove as much meaning as you can into
your logo, that will just overwhelm and confuse your target audience. Stick to one idea and go
with that.
Think about the FedEx logo. Did you ever notice the little arrow hidden in the white space
between the E and the X? That’s a brilliant way for that company to show that they are speedy
and precise.
When you can understand the role of a logo completely, you will create a better image that
will perform for your business in every aspect: identification and brand values.
Flexibility
Your logo needs to be simple for a number of reasons. One of the most important is that when
they’re simple, they are easily scalable to either very small or very large sizes.
If you make your logo too complex, full of intricate details, you’re going to lose all of those
details when you shrink it down.
Think about your logo in terms of where you are going to put it. You’ll want it plastered on
your website, all of your ads, your stationery, brochures, signs, marketing swag, and more.
It’ll have to translate to a vertical space and a horizontal one.

If you keep it simple, you’ll be able to adjust it to whatever medium you need it to go
on.

1. Trademarks are an effective communication tool. In a single brand or logo,

trademarks can convey intellectual and emotional attributes and messages about
you, your company, and your company’s reputation, products and services.

Your trademark doesn’t need to be a word. Designs can be recognized regardless of

language or alphabet. The Nike “Swoosh” design is recognized globally, regardless
of whether the native language is Swahili, Chinese, Spanish, Russian, Arabic or
English.

2. Trademarks make it easy for customers to find you. The marketplace is

crowded and it’s hard to distinguish your business from your competitors.
Trademarks/brands are an efficient commercial communication tool to capture
customer attention and make your business, products and services stand out.
Customers viewing a trademark immediately know who they are dealing with, the
reputation of your business and are less likely to look for alternatives. Your brand
could be the critical factor in driving a customer’s purchase decision.

3. Trademarks allow businesses to effectively utilize the Internet and social

media. Your brand is the first thing customers enter into a search engine or social
media platform (Facebook, Twitter, Pinterest) when looking for your products and
services.

Higher traffic on a website or social media platform translates into higher rankings,
bringing even more traffic, more customers and more brand recognition.

4. Trademarks are a valuable asset. Trademarks can appreciate in value over time.
The more your business reputation grows, the more valuable your brand will be.

Trademarks provide value beyond your core business. Trademarks  can lead the way
for expansion from one industry to another, such as from personal care to clothing or
eye ware. If you desire it, your trademark can lead to the acquisition of your business
by a larger corporation. 

5. Trademarks can make hiring easier. Brands can inspire positive feelings in
people’s minds. As a result, employment opportunities are more attractive to
candidates. Employee retention can be higher if employees have positive feelings for
the brand and the products and services offered.

3) THE TERM GOAL AND THE MAJOR STEPS FOR A

GOAL TO BE REALISE

A GOAL :

A goal in business describes what a company expects or

hopes to accomplish over a specific period. People commonly use the
term business goal with the same meaning . On a personal level,a goal
is an idea of a desirable or future result that people envision,
plan,commit to achieving.

Goal setting is an important part of starting and owning a business.

Without business goals, you may find you are floundering in your
business with no direction. Your business goals can keep you focused
on where you want to be while helping you create a plan for getting
there.

Once you're ready to get started with goal setting, these 10 powerful goal
setting steps will help you achieve even your most ambitious business
goals.

Break Down Your Company's Goals

The first step is to break down your goals. Business goals are often long-
term and require quite a bit of work, time, and effort. By breaking down
your goals in manageable action steps, it is easier to focus on what you
need to do right now and not get overwhelmed by the process.

A good way to break down your business goals is by creating an action

plan made up of individual tasks that each includes one clearly defined
action. By thinking in terms of baby steps, it's easy to make progress and
have small accomplishments every day.

Track Your Goals' Progress

Part of successfully setting goals is tracking how far you've come. Find
out what motivates you, and it can also help you plan future goals and
action steps.

You can track your progress by conducting weekly and/or monthly goal
check-ins that help you evaluate what you have accomplished and where
you need to focus more of your attention. It may also be helpful for you to
create milestones based on time and progress so you can easily tell if
you're on track for reaching your goal.

Commit to the Company's Goals

Effective goal setting requires clarity about what the goal involves,
knowledge on what type of effort will be required, and specific reasons
why it is important to you. It also includes a plan for how you will
accomplish each step, and perhaps most importantly, a commitment to
seeing the goal through to completion.

If you are unable to commit to the goal by taking the time to develop a
plan and scheduling the time to focus on the action steps that will bring
you closer to your goal, you will face an unnecessarily difficult challenge.

Build Your Company's Support System

A support system can help you reach your goals in a number of ways:

 Be motivated by the knowledge that you have a solid team behind

you.

 Learn from the experiences and backgrounds of your team.

 Your team can cheer you on when you face challenges.

  You can be held accountable by your team for doing what you say
you want to do.

Stay Flexible With Your Company's Goals

Very few things happen exactly as we anticipate, both in business and

life. It's vital to be able to adjust to changes and modify your plan as
necessary to be able to take your business to the next level.

While it's important to have a clearly defined plan for accomplishing your
goals, you should avoid rigidity and narrow-minded thinking. The more
agile you are and the quicker you can change directions when you need
to, the easier it will be for you to keep progress steady in the face of the
unexpected.

Keep Your Eye on Your Company's End Goal

When you're working toward a long-term or ambitious goal, it's important

to break it down into small and manageable steps you can tackle every
day. But while you're focusing on taking it one step at a time, you should
make sure you are clear on what you are working toward.

Big picture thinking is an effective way to stay motivated and focused.

Take some time to envision what it will look like and feel like when you've
reached your goal. Then, return to that vision during the process to
remind yourself why this goal is so important to you.

Accept Your Company's Imperfections

A challenge for many is our desire to do everything correctly, each step

of the way. Sometimes, the idea of perfection and fear of failure holds us
back and prevents us from making progress.

When it comes to goals, forward-moving progress often trumps mistakes,

so it can be more important to keep the process moving than to wait until
the situation is perfect in order to proceed. It's also important to consider
mistakes provide a powerful learning experience. A misstep can open
your eyes up to new ideas and approaches you may not otherwise see.

Don't Stop Adjusting Your Company's Goals

We've outlined the importance of being able to change directions and

accept imperfection. In these situations, it's important to keep moving
forward, even when the situation is not what you expect it to be.
Although your path may change and your progress may seem minimal,
the only way to reach your goal is to keep taking it step-by-step and
piece-by-piece. Every time you complete a baby step, you are getting
closer to achieving your goal, and as long as you continue to move
forward, you are on the path to success.

Think Positively About Your Company's Goals

Celebrate Every Goals' Success

It's important to celebrate your successes throughout your goal setting

and achievement process, even the small wins. By celebrating, you are
taking time to recognize the effort that went into your achievement while
motivating yourself to keep pushing through to the next step of your goal.

Celebrating success is also a good way to get closure on each stage of

the process, and to come back refreshed and refocused on your
continued progress.

By following these powerful goal setting steps, you will be able to break
down your long-term goals and take baby steps each day to get closer
and closer to your success.