Identifying a problem and conceiving an invention is an incredible feat. The process requires extensive planning, development, and refining to turn an idea into a working invention. However, this is only half the battle if you want to deliver your concept to the masses.

 
While your idea may be a revolutionary innovation with a clear demand in the market, it is at risk of going the way of Edison’s electric pen, the Microsoft Table, and Google Glass without a robust branding strategy.
 
In this article, we take a deep dive into the importance of a strong brand identity for inventors. We’ll cover the essential components of an invention’s brand identity, the steps to build your brand, and how to protect your idea with our comprehensive global patent search. 
In addition, we’ll introduce you to Inventwell, a platform that helps you manage your invention. All your requests for quotes, vendor communications, chosen quotes and more are documented, allowing you to see your investment and plan your budget before you begin.
 

Understanding Brand Identity

 
In the ever-evolving landscape of business and innovation, brand identity has emerged as a critical component of an inventor's journey. More than just a logo or a catchy tagline, a brand identity is the essence of your invention, encapsulating its personality, values, and promise.
 

Components of Your Invention’s Brand Identity

 
Brand identity encompasses various elements that collectively define your invention's image. These components include:

• Logo - The visual representation of your brand is often the first thing people notice.
• Colors - A carefully chosen color palette that evokes specific emotions or associations.
• Typography - Consistent fonts and text styles that convey your brand's personality.
• Messaging - The words and phrases used to communicate your brand's values and offerings.
• Visual Elements - Icons, imagery, and design elements that reinforce your brand's identity.

Why Brand Identity is Important for Inventors

• Differentiation - A unique brand identity sets you apart from competitors in a crowded marketplace.
• Trust and Credibility - A well-crafted brand identity instills confidence in potential customers and partners.
• Memorability - A strong brand identity makes your invention unforgettable.
• Consistency - Ensures a cohesive and unified presentation of your invention across all touchpoints.

Branding Example: James Dyson

Dyson is an excellent example of the power of branding. While we recognize the premium household products by the electric shade of yellow, its logos and taglines aren’t the focus of the company’s brand identity. Instead, Dyson has refined its image to be synonymous with efficiency, ingenuity, and improvement.  
 
James Dyson didn’t believe in the word “brand” and actually banned it from the business’s marketing strategy. However, Dyson clearly understood the importance of his company’s identity, as he focused marketing on storytelling, values, and purpose.
 
While James Dyson had negative feelings toward the word “brand,” his approach demonstrates how inventors should approach brand identity. Dyson is positioned at the top of high-end home appliances because of the continued focus on innovation. The company’s dedication to providing a comprehensive suite of efficient, high-quality products is communicated through various channels, including:
 

• Transparent outer construction exposing mechanics
• Iconic product design
• The MyDyson App
• Dyson Live
• Detailed graphics demonstrating build specifics
• Easy access to spare parts and refurbished products

 Building a brand customers can trust goes far beyond a color pallet, logo, and ad campaign. However, these components must complement your vision to provide products to customers that can make their lives easier.
 

Steps to Creating Your Invention’s Brand Identity

 
Below, we’ll briefly overview the steps necessary to build your brand identity. While communicating trust in your invention is a never-ending job, the four steps below will give you the foundation to build upon.  

1.  Research and Discovery – Conduct market research to understand your audience and competitors’ brand identities. 
2. Defining your Brand – Establish your brand’s mission, values, and unique selling proposition. Think about your goals and vision for the future. 
3. Visual Identity – Appropriating colors, typography, and graphic elements that support your brand mission. Dyson focuses on visuals in their products over logos, ads, etc. 
4. Brand Messaging – Craft a compelling brand story that brings you and the invention closer to your target audience. Communicate the brand’s message across all platforms. 

Protecting your Brand

 
As you invest time and effort into building a compelling brand identity for your invention, it's equally essential to safeguard it. Protecting your brand ensures that your unique identity remains exclusively associated with your invention, guarding against potential misuse, imitation, and outright intellectual property theft.
 

Importance of Trademarking and Intellectual Property Rights

1. Preserving Your Identity: Trademarking is a legal process that grants you exclusive rights to use your brand name, logo, and other brand-related elements. This protection prevents others from using a similar brand identity, helping you maintain a distinct market presence.
2. Preventing Confusion: A registered trademark distinguishes your invention from competitors and imitators, reducing the risk of confusion in the market. Trademarking ensures that your customers can trust that they are getting the genuine product or service associated with your brand and invention.
3. Asset Value: Your brand identity can become an asset, potentially increasing your invention's or business's overall value. A protected brand can be licensed or sold, offering new opportunities for growth and revenue.
4. Legal Recourse: Trademark registration provides a legal framework for acting against those who attempt to infringe on your brand. This protection can be essential in maintaining the integrity of your brand and defending your invention's reputation.

 
Brand identity is an essential part of being an inventor. It is how your target market perceives and interacts with your invention. If you want to take your invention from an idea to a brand, you must invest in its identity. 
 

How Inventwell Helps with Intellectual Property Protection

 
Conducting a thorough patent search is the first step in building your brand identity. You don’t want to begin building prototypes or designing marketing materials only to learn that there’s an existing patent somewhere in the world. Inventwell offers a comprehensive, global patent search so you can ensure your invention is eligible for legal protection. 
  

Manage Your Invention

 
Once you’ve confirmed there isn’t an existing patent, you’ll need legal representation to protect your brand identity and other essential aspects of the product when you go to market. You can use Inventwell to find qualified patent attorneys, CAD designers and branding vendors that can help you bring your invention to a professionally designed and protected prototype, ready for investors, venture capitalists and/or customers. Each step in the process, requests for quotes, vendor communications, chosen quotes and more will all be documented so you can see your total investment before you begin. It also helps at tax time.
 
If you are interested in how Inventwell can help you curate and protect your invention’s brand identity, sign in to www.inventwell.com, request quotes from the qualified vendors for each step, see your potential investment and prepare your budget.