5 Tips for Protecting Your Brand
Be Original Americas member Niche Modern is a pro when it comes to defending their original designs from would-be copycats and knockoff retailers. In an interview with the Wall Street Journal, CEO Jeremy Pyles described how “merchants on AliExpress and other sites have used his copyrighted photographs to sell knockoffs of his lights.” The result? He now has an employee dedicated to filing complaints websites selling these counterfeits.
Experiencing similar problems? Thanks to their hard work, Niche has had great success in removing their products from hundreds of fraudulent websites. Read on for their 5 most important tips for protecting your authentic brand name and products from imitators.
1. Register Your Copyright
Copyright covers published and unpublished works in the U.S. as well as in other countries, and your work is under copyright protection the moment it is created. While registering your copyright is optional, it will only help if you have a lawsuit or need to fight infringements. It’s the first step in protecting your original work.
2. Set Up Google Alerts
The internet consists of at least 4.65 billion pages and is growing every day, so how is it possible to know when someone is using your brand name to sell their impostors? Google Alerts is an easy way to get email notifications when new results are found on web pages that match your search terms – for instance, your brand or best-selling product name along with words like “replica” or “knockoff”. Setting up alerts is easy and will help you catch copycats at the earliest opportunity – get started here.
3. Enforce the Digital Millennium Copyright Act (DMCA)
The Digital Millennium Copyright Act (1998) allows owners of copyrighted materials residing on the internet to request that their material be removed from any infringing website. Notices that are created using DMCA guidelines are sent to the Internet Service Provider of the website at fault. After an ISP has received the notice, they must inform their client of the infringement and request its removal or remove it themselves. We recommend streamlining the process for sending take-downs by creating an editable sample notice, so it’s easy and time-efficient to take action. There are many sites that allow you to look up a domain name or IP address such as www.whoisnet.com. Try this sample DMCA takedown to get you started.
Bonus tip: You can also block IP addresses from computers that are located in China and Hong Kong from accessing your website. According to a report by the UN Office on Drugs and Crime, 70% of the world’s seized counterfeit goods come from China, so why not keep them from seeing your products to begin with?
4. Trademark Your Brand
A trademark is in essence a brand name used to distinguish the source of goods of one party from those of another. A Federal trademark, when registered, is governed by national laws. Whereas a copyright protect your products and ideas, a trademark protects your brand. Register trademarks not only in the US but in other countries as well, depending on where your products are being counterfeited. Putting the trademark sign or ® after your brand name, regardless of whether you officially file, will give you rights to your brand name if someone else tries to use it. US trademark rights are based on actual use, so use it and you’ll be protected.
5. Educate your Clients
Niche Modern has received inquiries about our lights being sold online for drastically less than list price and many customers ask why. Niche explains that there are several counterfeit sites that sell cheap, inferior products from overseas, and that purchasing from us means they are supporting authentic, original design made in New York. As Niche says: “Ninety-nine percent of the time, they understand the price tag and feel great about supporting our brand and purchase with us. We invite our customers behind-the-scenes with video features showing our process to learn about craftsmanship, and every order is sent with a Certificate of Authenticity, reassuring our client that they have an original piece, made with love.”
Got another tip to add? Comment below or tweet at us @beoriginalusa.