The core value and most important asset in your business is your Intellectual Property (IP). As we have seen recently in high profile cases involving Ubuntu Baba and Vodacom Call-me, protecting your intellectual property is at the heart of your business.
It weaves through everything in your business: the way you appear to your customer, the way the customer experiences your product, the way the customer feels about you – and how you communicate your business to customers in a consistent and recognisable way. It is the vehicle which identifies and promotes your brand.
Your IP consists of your logo, designs, colours, trade secrets, etc; it represents the way you uniquely niche your product or service in the market in a communicative style that is registered solely as yours, and which cannot be used by any other person or business. Intellectual Property is the way you have imagined your business and expressed this materially in design and labelling. Once legally registered it cannot be copied – and this gives you your key advantage over competitors.