Fresh Cup Magazine, providing specialty coffee and tea professionals with unique insight into the trends, ideas, products and people that shape their world.
Issue link: http://freshcup.epubxp.com/i/178110
BUSINESS BASICS Continued from page 29 LESSONS LEARNED Having parted with our brand, we're now working on a rebrand as we phase out the R-Star logo. We're still looking for that second location, but we'll have a new identity when we move into it. TRANSITION: Rowster New American Coffee's shop and roastery will remain in the same space, but soon it will be christened with a new name and branding. As we look forward, I'd like to share five key lessons we learned from the trademark dispute. I think these are great points for business owners in the industry to reflect on—whether or not they're facing a trademark dispute—as it can help them clearly identify who they are and what they do. 1. Be able to clearly define your brand. 2. Keep records and document communication about your brand, with time-stamped emails and other mediums. Facebook is a good source for documenting your story through images and dates. 3. Cultivate great relationships with everyone you do business with. If you can't, don't do business with them. This goes for customers (retail and especially wholesale), suppliers, designers, the media, artists, writers and anyone involved in shaping the culture of your market. They will have your back and you will have theirs. 4. Understand that resourcefulness is your greatest asset. Money is only one type of resource. Don't get sucked into believing that goods and services can only be exchanged for money. Be resourceful. 5. Be reasonable and realistic. In our case, this approach helped us reach a satisfactory resolution in our trademark dispute. freshcup.com October 2013 31