Why do we need to be so serious about creating and maintaining a brand?
Branding is an essential aspect of any business, whether it’s a small start-up or a large corporation. It’s the face of the company, the visual representation that consumers recognize and trust. A brand’s logo, colours, and messaging all contribute to its identity and help it stand out in a crowded market. While some may believe they can design their own logo or create a brand identity without professional help, the story of Rim Daghmash and Kenzo shows why it’s crucial to work with a professional company when creating a brand, and why LVMH has every right to protect their brand.
Rim Daghmash, a Moroccan-Australian mum, created Kenz Beauty to honour her daughter, who is autistic. The small beauty label was her way of celebrating her daughter’s unique beauty, and it quickly gained a following. However, her joy was short-lived when she received a legal threat from Kenzo, a fashion brand owned by LVMH, the world’s richest man.
LVMH claimed that Kenz Beauty’s name was ‘deceptively similar’ to theirs and demanded that Ms Daghmash change it immediately. For a small business owner, this is a daunting prospect. Not only does changing the name require significant effort and expense, but it also means losing the brand identity that Ms Daghmash had worked so hard to create.
This situation highlights the importance of working with a professional company when creating a brand. A professional branding company understands the nuances of branding, including the legal implications of naming a business. They can ensure that the brand’s name and logo are unique and do not infringe on any existing trademarks. They can also help a business owner create a brand that accurately reflects their vision while still being legally sound.
While it may be tempting to create a brand identity without professional help, the consequences can be severe. In Ms Daghmash’s case, she now faces the prospect of losing the name that she created for her daughter. For other businesses, the consequences could be even more severe, including legal action and the loss of their entire brand.
On the other hand, LVMH has every right to protect its brand. A brand is a valuable asset, and any company has the responsibility to ensure that its brand is not misused or copied. This responsibility is particularly important for large corporations like LVMH, whose brands are well-known worldwide.
LVMH’s legal action against Kenz Beauty is not an act of bullying but rather a necessary step to protect its brand. If they allow other companies to use similar names or logos, it could dilute the strength of their brand and create confusion among consumers. This confusion could lead to a loss of revenue and a tarnishing of the brand’s reputation.
Additionally, LVMH’s legal action against Kenz Beauty is not an attack on small businesses or creativity. As a global powerhouse, LVMH has a responsibility to protect its brand, but they also recognize the importance of small businesses and the creativity they bring to the market. LVMH has a history of supporting small businesses and emerging designers through their LVMH Prize program, which awards a cash prize and mentorship to new designers.
In conclusion, the story of Rim Daghmash and Kenz Beauty highlights the importance of working with a professional branding company and why LVMH has every right to protect its brand. While it may be tempting to create a brand identity without professional help, the consequences can be severe, including legal action and the loss of the entire brand. Additionally, any company has the responsibility to ensure that its brand is not misused or copied. LVMH’s legal action against Kenz Beauty is not an act of bullying but rather a necessary step to protect its brand and ensure its continued success.
While LVMH has the right to protect its brand, it’s also important to recognize the financial strain that legal action can put on a small business like Kenz Beauty. In this case, LVMH should consider providing financial support to help Kenz Beauty rebrand and cover any financial losses they may incur. This could include covering the costs of a professional branding company, providing financial compensation for lost revenue, or even offering mentorship and support to help the business grow.
LVMH has a history of supporting small businesses and emerging designers through their LVMH Prize program, which provides funding and mentorship to new designers. Given their commitment to supporting startups, it would be an excellent opportunity for LVMH to demonstrate their commitment to small businesses by helping Kenz Beauty during this difficult time. By offering support and guidance, LVMH could help Kenz Beauty not only rebrand successfully but also grow and thrive in the future.
In conclusion, while LVMH has the right to protect its brand, it should also consider the financial impact that legal action can have on small businesses like Kenz Beauty. By offering financial support and mentorship, LVMH can help Kenz Beauty rebrand successfully and continue to grow. This would demonstrate LVMH’s commitment to supporting startups and emerging businesses, both within their own brands and in the wider business community.