Originally published on LinkedIn (reformatted for zahradnik.io / Medium)
As a founder, I treat my company name as a core asset — not a decoration.
It carries the story, the mission, and years of my work. Losing it, or being forced to rebrand, is simply not an option.
Yesterday I submitted an EU-wide trademark application, and here’s the lesson that surfaced clearly:
Most founders ignore their IP until it’s too late.
Some assume “nobody will copy me now,” others outsource the entire process to law firms that charge a premium but rarely understand the product as deeply as the founder does.
The truth is simple:
It’s far easier (and cheaper) to protect your brand while you’re invisible than to fight for it once you become visible.
I registered a word mark — the strongest form of protection.
Logos and visuals can always come later; the name must be defensible today.
The good news? Through the EUIPO SME Fund, small and medium businesses can receive up to 75% reimbursement.
Applying for the voucher costs nothing except time — and only after approval do you submit the actual trademark filing.
Note: The 2025 EUIPO SME Fund is now exhausted. If you plan to apply, keep an eye on the next funding cycle — these vouchers disappear fast.
For me, the full process took:
- ~7 hours of focused work,
- €1500 upfront,
- €350 net after reimbursement.
For a 10-year, EU-wide protection, that’s an excellent deal.
To illustrate why this matters, I looked at a well-known Slovak company in the fitness space (no names — the point is the pattern, not the brand).
Their logos are protected.
But the name itself is not.
A competitor could theoretically register the word mark first — and the original company would face years of avoidable legal and financial headaches.
Takeaway for founders:
Protect your assets early.
Especially now — when the EU literally pays you to do it.
