Скачать или смотреть Introducing Legally Branded Part 3 -- Brand Promotion

"http://ip-brands.com - In the third of 4 videos, Shireen Smith of Azrights Solicitors recounts some of the material discussed in her book Legally Branded (http://legallybranded.co.uk) on the subject of brand promotion and protection.

Transcript:

Hi I'm Shireen Smith, an IP brand lawyer, and author of the book, Legally Branded. This is the third in a series of 4 videos about the book. I founded the law firm, Azrights Solicitors in 2005. The firm specialises in online branding and Internet related issues and at the end of the first video, I explained how Azrights differs from other IP law firms.

Brand promotion, discussed in part 3 of Legally Branded, is key to building a successful business and brand. If nobody knows you exist how can they use your services?

Promoting your brand often involves putting your company out there, its ideas, and its content. Whilst this has its exciting aspects, it can also leave some business owners worried: asking questions such as how can I stop people from copying my content? Or how do I avoid infringing on the rights of others? How do laws such as the Digital Rights Act affect my business? There are two aspects to this.

On the one hand, people are unsure how copyright and other IP laws protect ideas, and want to know how to avoid problems, such as unwittingly copying content that belongs to their competitors. For this reason, a whole chapter of the book is devoted to how ideas are protected by the law.

On the other hand, people wonder about their liability, and are sometimes anxious about the unknown. Issues like copyright on the internet, and how the boundaries of the law are constantly being extended as a result of new technologies, and business models are discussed. So the knowledge gained from part 3 of the book should empower business owners as you realise that the law is not something that constricts you if you know how to navigate it.

Building and sustaining a relationship with customers is what creating a brand is all about, and licensing is a way to grow the business, which is covered in a dedicated chapter of its own. Other topics addressed in part 3 include engagement on social media, and building content on your website.

If you are struggling to know what content to create on your blog and to share on social media, it might be useful to make sure you have properly sorted out your brand positioning, and are clear about the target markets you are aiming at. This is something outside the realms of the law, but as a brand lawyer I have strong relationships with marketing and branding experts, and so can help business owners with all their branding needs."