Why Trademarking Matters: Building a Strong Brand Foundation with Lauren Bercuson

01/14/25 • 31 min

In today’s episode of Small Business School, I chat with Lauren Bercuson, founder of Storylock Legal. From legal briefs to library stacks and back again, Lauren Bercuson is not your average trademark attorney. Lauren is on a mission to demystify the often overwhelming world of intellectual property, turning it into a clear, manageable, and even enjoyable process for innovators and entrepreneurs. Armed with a Juris Doctor from the University of Miami and years of experience in trademark law, Lauren blends legal expertise with a storyteller's flair. A former award-winning children's book reviewer and virtual book club founder, she brings her narrative prowess to trademark creation and protection, helping clients craft distinctive marks that vividly communicate their business's unique story to consumers.
Through our conversation Lauren is sharing the nuances of trademarks, why they’re critical for business success, and how to avoid costly mistakes. Whether you’re building your brand or planning to expand globally, Lauren’s insights will give you the tools to safeguard your business!
Topics Covered:

Why trademarking matters.
The importance of conducting a comprehensive clearance search before choosing a business name.
Strategies for choosing a name and deciding when to trademark it.
Navigating trademarks internationally, from collaborating with foreign counsel to adapting your brand for new markets.
Descriptive vs. distinctive names. Why unique names like Apple for computers or Pepsi have more trademark power than descriptive ones like “The Container Store.”
Why relationships are the foundation of every business, regardless of your industry.
Tips for overcoming fear and imposter syndrome while building your network.
How industries like podcasting and consumer goods especially benefit from trademark protection.

Should your business be trademarked? Tune in to learn why trademarking early is a small investment that can save your business from big headaches later on!
Connect with Lauren!
Lauren’s Links:
Instagram
Website
LinkedIn
FREE GUIDE: Get Trademark Smart in 6 Days

Staci's Links:
Instagram. Website.
The School for Small Business Podcast is a proud member of the Female Alliance Media.
To learn more about Female Alliance Media and how they are elevating female voices or how they can support your show, visit femalealliancemedia.ca.
Head over to my website https://www.stacimillard.com/ to grab your FREE copy of my Profit Playbook and receive 30 innovative ways you can add more profit to your business AND the first step towards implementing these ideas in your business!

Why trademarking matters.
The importance of conducting a comprehensive clearance search before choosing a business name.
Strategies for choosing a name and deciding when to trademark it.
Navigating trademarks internationally, from collaborating with foreign counsel to adapting your brand for new markets.
Descriptive vs. distinctive names. Why unique names like Apple for computers or Pepsi have more trademark power than descriptive ones like “The Container Store.”
Why relationships are the foundation of every business, regardless of your industry.
Tips for overcoming fear and imposter syndrome while building your network.
How industries like podcasting and consumer goods especially benefit from trademark protection.

Previous Episode

All Things Etsy and Building E-commerce Strategy with Dylan Jahraus

Hey Small Business School! Today on the show I am talking with Dylan Jahraus, a seasoned ecommerce expert with over 10 years of experience and went from corporate e-commerce to making over $1M profit on Etsy, Amazon and Shopify. She and her team now help thousands of Etsy Sellers grow with corporate e-commerce principles through her 1:1 coaching program, the Ultimate Etsy Course. Outside of being an 8 figure CEO she's also a military spouse and a mom of two boys!
In our conversation we dive deep into what it takes to build a successful brand on Etsy, from pricing strategies to understanding your customer, Dylan shares practical tips and valuable insights that will help you navigate the world of online selling with confidence!
Topics Covered:

Getting Started on Etsy: Why it’s the best platform for new sellers and how to leverage its built-in marketing.
Pricing and Product Market Fit: How to create a compelling value proposition and use pricing strategies for different business stages.
Etsy SEO and Branding.
Wholesale vs. Direct-to-Consumer: Why you need both and how to use customer data to strengthen your strategy.
Success Traits in Sellers: Why busy moms and action-oriented individuals often thrive in e-commerce.
Starting small and integrating your business into the “margins of life”.
How much time you need to dedicate to your Etsy journey.
Why Etsy isn’t for passive income seekers but rewards grit and endurance.

It’s never too late to start in e-commerce! Don’t miss out on this episode packed with insight for any looking to start or grow in e-commerce!
Connect with Dylan!
Dylan ’s Links:
Instagram
YouTube
Website
Free Strategy Call
16-Step Checklist Daily Actions For Etsy

Next Episode

Business Builders (Pt:1) Revisiting Your Vision In 2025

Hey business builders! In today’s episode I want to talk about revisiting and refining your vision while we are still in that new year energy. Whether you’re just starting out or scaling up, your vision is the foundation that guides everything you do. It’s time to align, refine, and ensure your goals feel right for where you are at right now. Let’s dive in together!
Topics Covered:

Why revisiting your vision is crucial, especially as your business grows.
3 Key questions to realign your vision:

What was your original vision?
Does that still excite and inspire you?
What needs to evolve to stay aligned?

The challenges of letting go, from sunk cost fallacy, to fear of failure, we unpack how to face tough decisions.
How clarity and focus can transform your business and energize your team.

When you outgrow your vision that is a sign of refinement, growth and success, not failure! Revisit your vision and ensure you are in alignment for 2025!
Don’t forget to take 15 minutes for this week’s challenge for the next episode!
Challenge:
Write down your original vision, reflect on what’s exciting you right now in your business, and note 1 change/tweak you would make to your original vision to align with where you think you are going!
Bring this back for the next vision builders episode!