How Manchester’s Trademark Helpline has been protecting small businesses for the last 15 years

In today’s crowded marketplace, carving out a unique identity for your brand is more important than ever.

But what happens when someone else uses your idea? 

That’s where The Trademark Helpline steps in, offering businesses the tools to safeguard their most valuable asset—their identity.

From startups with big dreams to established brands expanding into new markets, The Trademark Helpline has become a trusted partner for securing and protecting intellectual property via Trademarks and Trademark Protection Services. 

What makes a brand unique?

The world of trademarks can appear complicated, but The Trademark Helpline makes it accessible to all. Their Manchester-based team provides tailored, actionable advice to meet the specific needs of businesses at every stage of their journey. 

Whether you’re launching a new venture or looking to protect an established brand, they’re on hand to guide you through the process with ease. According to Trademark Helpline CEO Jonathan Paton, the secret lies in creativity and perspective. 

I Love Manchester’s trademark

Using “I Love Manchester” as an example, Jonathan explained: “I Love Manchester is a great local success story. A brand which was born out of adversity, most notably the Manchester riots.

“It’s a great example of how a brand can have a positive impact on a community, giving the City of Manchester and its supporters a brand to rally behind and boosting both community spirit and the local economy in some of Manchester’s darkest times.”

Jon goes on to say “For people who live in the trademark world it’s actually a really inventive trademark, I use it as an example with clients every day, on what can be trademarked and most importantly what can’t be trademarked.

“What makes the brand truly unique isn’t the logo or even the words themselves, but the decision to use “MCR” as a shorthand for Manchester,” Jonathan added. 

While most would default to “MAN,” as seen in the airport code, the creators opted for “MCR,” crafting a fresh identity that resonates deeply with the community.

“This is a great example of how you can build a really successful brand by reimagining even the simplest idea. 

“It’s this kind of innovative thinking that transforms a concept into something both iconic and protectable.”

Striking the balance between protection and passion

Trademarking is more than a legal safeguard; it’s a way to ensure your hard work, innovation, and identity are protected. 

But, for brands like “I Love Manchester,” managing a trademark comes with unique challenges.

“In some cases, people use the brand without realising they’re infringing on intellectual property,” explained Jonathan. 

“This is especially common with charitable organisations or individuals passionate about the city. Often, companies like ILM will allow this use because it aligns with their values such as community and charity.”

However, there are times when action must be taken. The most common reasons? 

Protecting the brand’s reputation or preventing others from profiteering by pretending to be the trademark owner—a practice known as “passing off.”

“Ultimately, it’s about ensuring the brand remains a force for good while protecting its integrity,” Jonathan added.

I Love MCR Founder CEO Chris Greenhalgh, added: “The optics of the internet has given anyone access to become an entrepreneur. 

“In a digital age where most people prefer to start a business rather than join one, The Trademark Helpline is an important tool. 

“They will either tell you your idea needs more work before you throw a load of money at it or they’ll fill you with the confidence and conviction you need to launch the business and never look back. They could save you a lot of time, money and heartache. So, if you have an idea that you think has legs, get in touch with this lot.

“They’ll protect you all the way, too. If you want to use the ILM logo to promote a charitable initiative in the heart of Manchester then please feel free to download it from our licensing page. But if you’re using it for any sort of commercial gain you can expect to hear from The Trademark Helpline.”

Tailored expertise for every business

Jonathan underscores the Helpline’s commitment to accessibility: “Big companies like Nike or Tesco hire large law firms. But, most businesses, especially startups and SMEs, don’t need that level of protection. What they really need is someone who can save them time and provide expertise.”

The Helpline offers free alert services for trademark renewals and a comprehensive trademark audit for just £59 plus VAT. If issues arise during the audit, clients can choose to rebrand—with a second audit offered at no extra cost. This customer-centric approach ensures businesses aren’t spending unnecessarily.

The Helpline also developed bespoke software that provides monthly monitoring reports to detect potential infringements early.

Jonathan added: “Prevention is better than cure. Our monitoring system helps nip issues in the bud before they become bigger problems.”

David vs. Goliath: standing up for small businesses

One of the most compelling aspects of The Trademark Helpline is its willingness to take on the giants. Jonathan shares a recent victory: “We helped a small business that was being bullied by Land Rover. It was just us against a giant, and we won. These David vs. Goliath moments happen quite often, and we love helping out smaller businesses.”

Ready to trademark your idea?

Have a brand idea you’re passionate about? The team at The Trademark Helpline is here to guide you through the process. 

Their Manchester-based experts are available for initial consultations to help you navigate the complexities of trademarking, ensuring your brand’s identity is both unique and secure.

As Jonathan puts it, “A strong brand starts with a unique idea. Protecting that idea is the key to ensuring it can grow and thrive.

“A trademark isn’t just about registering your brand—it’s about having the power to enforce your rights. We provide affordable, in-house intellectual property support for anyone.”

Ready to take the first step? Book your initial chat today and make your brand’s future as unique as its identity.

For more information, visit The Trademark Helpline by clicking here

Free Christmas audit

Do you know a business owner or startup with a great brand or brand idea? 

If so, December could be the perfect time to explore trademarking as throughout December, The Trademark Helpline is offering a free trademark audit to businesses worth £59 + VAT.

The Trademark Audit is the essential first step in any trademark journey or for anybody who has a trademark and wants to review their current protection. 

The Audit will not only confirm the viability of the trademark in the UK, but it will also look at all other jurisdictions you may plan to expand into and carry out in-depth analysis via:

• The Intellectual Property Offices (Worldwide)
• Companies House Registrations
• Domain Registrations
• Social Media Platforms

Following the audit you will have an in-depth insight allowing you to make informed decisions about your brand going forward., 

If you know a business that could benefit from this service, please click here

Don’t miss out on their festive giveaway with a purpose

This December, The Trademark Helpline is spreading holiday cheer with a special campaign supporting Cash for Kids’ Mission Christmas. Participants have the chance to win a £200 Sainsbury’s voucher while The Trademark Helpline donates £300 in their name to the charity.

You can sign up to be notified as soon as the competition opens here

Don’t miss the chance to enjoy a Christmas Feast courtesy of The Trademark Helpline whilst taking comfort in the knowledge you’ve helped make Christmas special for those less fortunate. 

You can enter their competition by clicking here