I recently came across a print ad in an industry publication that caught my attention. The ad was for Kleenex® brand tissues. It stated that Kleenex is a branded term that is often misused as a generic term for "tissues". The main image of the ad was a registered mark ® partially erased by an eraser. The last line of copy, "Just pretend it's in permanent marker."

Kleenex® has spent many years developing and growing their brand, and is going to great lengths to remind consumers of that very fact. A trademark, registered or not, is an important part of the brand name and should not be dismissed. It is important to use these marks consistently in all communications to maintain the integrity of your brand. Or, in the case of Kleenex®, to take action in reinforcing your brand when it is being compromised in the marketplace.

So what do those designations mean anyway? Here are some quick tips on trademarks and how you can use them to protect your B2B brand:

• According to the United States Patent and Trademark Office (USPTO), a trade mark is a word, phrase, symbol or design, or combination, that identifies and distinguishes the source of the goods of one party from those of others.
• A Trademark (TM) protects brand names and should be used on the products themselves, product packaging, advertising, marketing communications, etc.
• You can use the ™ symbol without actually registering your mark with the USPTO.
• Using the ™ symbol signifies that you already own the trademark and gives you rights within the geographic area where you are using the mark.
• A Registered Trademark ® extends your rights nationally, designates your ownership of the mark, provides several legal advantages and also includes a listing in the United States Patent and Trademark Office's online databases.

Whether you decide to register your mark or just use the Trademark symbol, the important thing to remember is to be consistent. Like the ad said, "Just pretend it's in permanent marker."