GUIDE

Protecting your brand: intellectual property (IP) made simple

Grow London LocalMatching London small businesses to support

Posted: Thu 26th Feb 2026

If you run a small business in London, you're probably creating value all the time without calling it "IP" (intellectual property).

Your name, your logo, your website copy, your product photos, your training programme, your app, your packaging design, your unique recipe, your invention idea – these are all business assets.

The problem is they're also easy to copy.

And in a city where competition is fierce (often within the same postcode), "we'll sort it later" can turn into an awkward rebrand, a stressful dispute or an investor asking questions you're not ready to answer.

This guide covers the fundamentals: what IP is, the key types (trade marks, copyright, patents), the mistakes that trip SMEs up and how registering IP in the UK works in practice.

What is intellectual property (IP)?

Intellectual property is the legal term for creations of the mind that your business owns (or should own). Think of it as ownership rules for non-physical stuff.

IP matters because it helps you:

Stop confusion in the market (so customers know it's you).
Prevent copying (or at least give you leverage if it happens).
Build business value (IP can be sold, licensed or used to attract partners and investors).
Look credible (a registered trade mark or a clean IP trail signals you're serious).

A useful way to think about it: IP turns your brand and ideas into assets you can control.

The main types of IP

1. Trade marks: for protecting your brand identity

A trade mark protects the signs customers use to recognise you – typically:

Your business name (for your goods/services).
Your logo.
Your slogan.
Sometimes shapes, sounds or other distinctive branding.

It helps stop other businesses in your sector using a name or logo that's identical or confusingly similar to yours.

For example, say you're a bakery in Hackney and you've built a following around your name. A trade mark can help prevent a "near-copy" popping up in another borough (or online) trading off your reputation.

If there are no issues, it usually takes around three to four months for a trade mark application to be granted. Read how to apply in How to register IP in the UK below.

Good to know: setting up a limited company or buying a domain name doesn't automatically protect your brand as a trade mark. (It helps, but it's not the same thing.)

2. Copyright: for protecting creative work

Website copy, blog posts, brochures.
Photos, illustrations, videos.
Product designs and artwork.
Software code and databases (in many cases).
Music and audio.

It protects the expression of an idea (the actual words, image, design or code), not the idea itself.

The key point most SMEs miss is that in the UK, you generally get copyright protection automatically when you create original work. There isn't a single official "copyright register" you apply to.

Good to know: that said, automatic protection doesn't remove the need for basic housekeeping. Because if there's ever a dispute, you'll want to prove you created it and that you own it (more on this below).

3. Patents: for protecting inventions and technical innovation

A patent can protect a new invention.

That means something technical, like a product, a process or a method that's new and not an obvious tweak of something that already exists.

It can give you the right to stop others making, using or selling the invention (in the countries where you have patent protection).

Patents have a longer journey than trade marks.

For example, UK patent applications in the UK are typically published around 18 months after filing, although there are routes to speed up the process if needed.

The big "don't" with patents

Don't go public too early!

If you publish your invention before applying (even in a pitch deck that gets shared widely), you may reduce your chances of getting a patent.

Government guidance explicitly warns you to keep IP secret until you've registered it, and to consider using a non-disclosure agreement (NDA) if you need to discuss an idea.

Why protecting IP is worth the effort

For a small business, IP protection isn't about taking someone to court, but avoiding a mess that can easily be prevented.

IP protection helps you:

Reduce the risk of expensive disputes (or at least strengthen your position).
Avoid costly rebrands (signage, packaging, website, socials – it adds up).
Raise investment more smoothly (investors often want to see you actually own what you're selling).
Create new income (licensing a brand, licensing software, selling designs, franchising).
Stand out in a crowded market – especially in London, where lookalike brands can spread quickly online.

Common mistakes London SMEs make (and how to dodge them)

1. Falling in love with a name before checking it

You can pour time into a brand, only to discover someone else is already using (or has registered) something too close.

A better habit is to do a basic search before committing to a name. That means:

Checking Google and social media platforms.
Checking the web domain is available.
Doing a UK trade mark search (and ideally getting professional advice if the brand is central to your growth).

2. Thinking "I own it because I paid for it"

This catches people out with designers, photographers, developers and freelancers.

You might pay for a logo, photos or a website – but ownership of IP can depend on the contract.

If you want full rights, make sure the agreement clearly assigns the relevant IP to your business.

3. Assuming copyright is "sorted" – then having no proof

Practical proof can include:

Dated drafts/working files.
Email trails/project folders.
Contracts showing ownership.
A simple "IP log" (what you created, who created it and when).

4. Ignoring trade marks because you're "too small"

If your brand is how customers find you, you're not too small to protect it. Often, the earlier you act, the simpler it is.

5. Talking publicly about an invention too early

With patents, timing matters. Keep it quiet until you've had proper advice and filed what you need to file.

A female business owner sits behind the counter in her blue-walled cosmetics shop holding a phone to her ear and looking at a tablet on a stand

How to register IP in the UK

Trade marks: the practical steps

The UK government's trade mark guide is the best starting point. In simple terms, the process will usually go like this:

You choose what you're protecting (name, logo, etc.).
You pick the right classes (categories of goods/services). This matters – it affects what the trade mark covers and how much registration costs.
You apply online and pay the fee.
The Intellectual Property Office (IPO) examines the application.
The IPO publishes it to give others the chance to object.
If no-one object, the IPO registers the trade mark – typically around 10 weeks after publication.

Copyright: usually no registration – focus on ownership and evidence

Because copyright is automatic for qualifying work, the "process" is mostly about good record-keeping and contracts.

Here are some practical things that help:

Putting key terms in writing with freelancers/contractors.
Keeping original files and dated drafts.
Marking ownership in project documents (especially if several different people contribute).

Patents: get advice early, then follow the formal process

Filing a patent can be technical, and small mistakes can be expensive later.

The IPO publishes a patent fees table and offers guidance on the process – worth reading before you spend money on anything else.

At a high level, here's what to think about:

Check the novelty of your invention. In other words, is it actually new?
Decide where you need protection (in the UK only, or in other markets too?).
File an application.
Request search and examination within the required deadlines.
Be prepared for back-and-forth with the examiner.

Costs and timelines

Fees change, so always check the latest before you file – and note that IPO fees are due to increase from 1 April 2026 (subject to parliamentary approval).

Trade marks: typical IPO fees

From the IPO trade mark fees table:

Online application (one class): £170 (rising to £205 from 1 April 2026).
Each extra class: £50 (rising to £60).

Timeline: usually three to four months if there are no issues.

Copyright

There's no standard fee for registering copyright as protection is typically automatic. Costs tend to come from contracts, getting professional advice (if needed) and enforcement if there's a dispute.

Patents: typical IPO fees

From the IPO patent fees table:

Online application fee: £60 (rising to £75 from 1 April 2026).
Search request (online): £150 (rising to £200).
Substantive examination request (online): £100 (rising to £130).

Patent timelines vary a lot, but publication is typically at 18 months from filing (unless accelerated).

What can happen if you don't protect IP

This is the bit people only discover after the fact:

You lose your brand identity (or have to rebrand after building traction).
You waste marketing budget sending customers to a name you can't safely use long-term.
You get pulled into disputes that drain time, money and energy.
You miss opportunities for growth (retail partnerships, licensing, franchising, investment etc.) because ownership is unclear.
Someone else registers "your" brand first, and you end up negotiating from a weak position.

A simple "IP first aid kit" for busy founders

If you do nothing else this month, do these four things:

List your core assets: name, logo, website content, photos, product designs, software, inventions.
Check ownership: are they created by you, an employee or a freelancer – and do you have contracts to prove it?
Do a basic brand check before you print packaging or signage.
Decide what's worth registering now (often the trade mark is the quickest "credibility win" for a growing SME).

Where to get help in London

British Library Business & IP Centre

If you want practical support without immediately paying for private advice, the British Library Business & IP Centre (BIPC) is well worth knowing about.

It offers free business support and sits inside the British Library in London, with a wider network of BIPCs across the UK.

It runs events and workshops and can help you get more confident with IP and business research – a strong option if you're at the "I know I should deal with this, but I don't know where to start" stage.

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