Building a brand in London: everything you need to know

Creating a brand for your small London business isn't just about standing out – it's about protecting your identity in a competitive marketplace.

From defining your brand's personality and registering it, to legally protecting your assets, each step is crucial to long-term success. This blog takes you through the whole process.

Step 1: Creating your business brand

Define your brand identity

Your brand is more than just a visual – it's your business' personality. Start by defining what your business stands for.

• What values drive your company?

• What's your mission?

Knowing this will help you shape a clear brand identity. For example, if your business is conscious about protecting the environment, your messaging, visuals and even the way you operate should reflect that commitment.

Understand your target audience

Understanding who your customers are is crucial. In a bustling, diverse city like London, customers' preferences can vary widely.

Research your target market to determine what your customers need and want – and what problems they have to solve. This insight will inform how you position your brand to stand out in the crowd.

Name your business

Once you understand your audience, it's time to choose a name that resonates with them. It should be memorable and easy to pronounce and reflect what your business offers.

Make sure it's unique, particularly within your local market – this will help avoid any future trademark disputes.

Design your visual identity

Your brand's look is the first thing customers will notice. A professional logo, cohesive colour scheme and consistent typography (fonts) are essential.

London is full of innovative brands, so your visual identity needs to be distinctive to compete. If design isn't your strength, it's worth investing in professional help here.

Step 2: Registering your brand

Choose the right business structure

Decide what type of business structure best suits your operations: sole trader, partnership or limited company.

• As a sole trader, you'll be personally responsible for business debts, but the set-up is simpler.

• A limited company provides limited liability, which can be beneficial as your business grows, but it comes with more administrative responsibilities.

Register with HMRC

No matter which structure you choose, you must register your business with HMRC. If you're a sole trader, you'll need to register for Self Assessment and report your income each year. Limited companies need to follow more detailed processes, including paying corporation tax.

Register with Companies House

If you set up as a limited company, you'll also need to register it with Companies House. This process secures your business name officially. To avoid any future conflicts, be sure to check first that your business name is available.

Registering a web domain

Alongside registering your business name, secure a matching domain name for your website. This boosts your brand's online presence and makes your business easy to find.

You can register a .co.uk domain, which signals you're a UK business, or explore other options, like the .LONDON city domain. This helps visitors recognise you as a London-based business and lets you further establish yourself across the city.

Step 3: Protecting your brand legally

Trademark your brand

Your brand name, logo and tagline are valuable assets, and protecting them is vital to prevent others from copying or using similar branding.

Register your trademark with the Intellectual Property Office (IPO). This gives you exclusive rights to your brand name and logo across the UK, ensuring that no other business can use them without permission.

Protect your intellectual property

Beyond your brand name and logo, consider safeguarding other aspects of your business' intellectual property (IP), such as product designs, inventions or content.

You can register patents for new products or inventions and secure copyrights for original content like blog posts, videos or artwork. Protecting your IP makes sure no-one can copy your innovations.

qLegal's Eliza Platts Mills says:

"A simple (and free) way to help prevent others copying your original content is to include a copyright notice. Notices like '© [business name] 2024' might dissuade others from using your content without permission."

Avoid brand infringement

It's equally important to make sure your brand doesn't infringe on existing trademarks.

Before settling on a business name or logo, carry out thorough research using trademark databases to check you're not stepping on another business's toes. Infringement can lead to costly legal battles and it's easier to prevent it from the start.

Eliza recommends:

"Before committing time and money to a brand strategy, check whether your business name and logo are distinctive.

"Carrying out an online trademark search is a quick way of identifying if there are other businesses out there already using identical or similar ones.

"Increasingly, businesses are using stock images on design websites like Canva to create their logo. Doing this may restrict your ability to register your logo as a trademark in future."

Use a lawyer or IP expert

Navigating the legal landscape can be complicated, especially when it comes to trademarks and intellectual property. If in doubt, it's wise to consult a legal expert or IP professional. They can help you file trademarks correctly and make sure your brand is fully protected from day one.

Step 4: Building trust and reputation

Be consistent

Once your brand is established, maintaining consistency is crucial. From your website to social media, every touchpoint should reflect your brand identity.

Customers in London are savvy – they'll notice if your messaging or visual identity is inconsistent, which can damage trust. Stick to your brand guidelines to give yourself that consistency across all platforms.

Provide great customer service

Building a strong brand is also about delivering on your promises. Excellent customer service can make or break a business' reputation, especially in a competitive market like London.

Go the extra mile to provide a positive experience – whether online or in person – and encourage loyal customers to spread the word.

Invite reviews and testimonials

Londoners are more likely to trust your brand if they see real-world validation. Encourage satisfied customers to leave reviews on Google, Trustpilot or your social media channels, for example.

Positive reviews build credibility and give potential customers the confidence to choose your business over competitors.

Conclusion

A brand is more than your name and logo – it's about building a reputation that reflects your values, resonates with your audience and stands out in a competitive market.

By following the steps here, you'll be well on your way to building a brand that thrives in the dynamic London landscape.

Top support available to develop and protect your brand

Branding and marketing

• The creative brand audit (Mary McCarthy Design)

• Brand growth surgery (The Creative Lab)

Legal

• Legal advice support (qLegal)

• Free legal and business health check (BizLaw UK)

• Intellectual property advice (Stevens Hewlett & Perkins)

• Intellectual property preliminary consultations (Page White Farrer)

Read more

• Building a professional website for your London business

• Organisational structures and registering with HMRC

• Lunch and Learn: How to protect your brand 

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