212: L.A. Perkins Author of Why Brand Protection Matters with Trademark and Brand Protection Strategies for Law Firms

A strong brand can become one of a law firm’s most valuable assets, but failing to protect it can create expensive problems as the business grows. Jay Berkowitz speaks with L.A. Perkins of Perkins Law - Brand Protection, author of Why Brand Protection Matters, about the decisions business owners should make before investing heavily in a name, slogan, logo, or other intellectual property. L.A. explains the differences between trademarks, copyrights, patents, and trade secrets, what preliminary searches can and cannot tell you, and why owning a domain does not mean owning a brand. She also shares how writing a book strengthened her thought leadership and visibility. The larger lesson is that brand protection should be part of building a business from the beginning, not something addressed only after success creates a conflict.Key Topics03:05 – L.A. shares the early experience that first put her on the path toward law and eventually intellectual property.08:26 – Discover what gave L.A. the push to leave firm life, invest in herself, and build a law firm around her entrepreneurial instincts.09:51 – A repeated conversation with prospective clients became the inspiration for a book and opened a new chapter in L.A.’s professional brand.17:08 – Jay asks L.A. to untangle four forms of intellectual property that business owners frequently confuse.20:50 – Before investing years into a new brand, there are several preliminary checks that can reveal potential problems much earlier.23:52 – See why securing a domain name tells you much less about ownership of a brand than many entrepreneurs assume.26:31 – L.A. explains what makes some trademarks easier to protect than others and why creativity can matter when protecting a law firm name.28:35 – A clever grassroots marketing example raises an important question about how closely a business can borrow the look and feel of another brand.31:26 – Discover what can be at stake when a company builds substantial success around a name or slogan without doing the right research first.33:20 – Tune into The Golden Rapid Fire QuestionsResources MentionedTechnologyClio (Law practice management software) – https://www.clio.com/Clio Work (Legal AI platform) – https://www.clio.com/ChatGPT (AI assistant) – https://chatgpt.com/Claude (AI assistant) – https://claude.ai/Google AI / Gemini (AI assistant) – https://gemini.google.com/GoDaddy (Domain registration platform) – https://www.godaddy.com/BooksWhy Brand Protection Matters – L.A. Perkins – https://a.co/d/077XrHhiThe AI-Driven Leader – Geoff Woods – https://a.co/d/0adOYPh3About our Guest:L.A. Perkins is a Brand Protection Attorney who helps businesses protect and strengthen their most valuable assets—their brands. She advises companies on trademark strategy, brand enforcement, intellectual property protection, and risk management, helping clients safeguard their names, logos, and reputations in an increasingly competitive marketplace. Known for her practical, business-focused approach, L.A. works with entrepreneurs and established organizations to build, protect, and defend brands that drive long-term success.Perkins Law - Brand Protection – https://www.brandprotection.lawAbout Jay Berkowitz:Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO of Ten Golden Rules, a digital marketing agency specialized in working with attorneys.Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon. He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.Connect with Ten Golden RulesSubscribe to Ten Golden Rules on YouTubeCheck out our webinars on TenGoldenRules.comConnect with Ten Golden Rules on LinkedInFollow Ten Golden Rules on FacebookConnect with Jay Berkowitz on LinkedInThanks for listening!Thanks so much for listening to our podcast! If you enjoyed this episode and think that others could benefit from listening, please share it using the social media buttons on this page.Do you have some feedback or questions about this episode? Leave a comment in the section below!Subscribe to the podcastIf you would like to get automatic updates of new podcast episodes, you can subscribe to the podcast on Apple Podcasts or Stitcher. 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