Brand architecture

A good brand name contributes to clarifying our identity and building trust in our organisation. To ensure that competitors cannot damage this, we at UT have registered several brands. On one hand, to protect our intellectual property, on the other hand, to maintain competitive advantage and differentiation. However, the decision to register a brand requires careful consideration and analysis. Below you will find the criteria and considerations that UT uses when deciding on brand registration and the process. Consider it as a transparent and consistent framework for managing and protecting our brand portfolio.

Examples of brands registered within the University of Twente are: MESA+, ITC and Roomspot.

Roles within a brand registration process

• Brand owner Usually the project leader or client , often a UT director. Responsible for the brand’s purpose and direction within the organisation.
• Communication advisor (linked to the brand owner) Knows the ins and outs of the organisation, including its goals, mission and vision. Supports the brand owner in aligning the brand with UT’s identity and strategy.
• Brand identity coordinator Oversees the entire brand portfolio and manages the registration process. Acts as the main contact for Arnold & Siedsma and keeps the MT of Marketing & Communication informed about any brand applications. Note: this role is not responsible for the legal content of brand registration.
• Arnold & Siedsma Our external legal expert in brand registration and monitoring. Advises on all the formal and legal aspects of the process.

Involved roles: brand owner, project members (if any), CFM, and communication advisor

Before registering a brand name, we take a close look at whether it fits UT’s identity, values and long-term goals. Below are the key questions and checks to go through during the preparation phase:

• Does the name reflect the UT profile and our core values?
• Is it easy to understand for both Dutch and English speakers?
• Is it unique and not too similar to existing names? Do a quick Google search to see if the name is already in use, and check what type of organisation it is.
• Has the name already been registered? A name can be registered but not actively used, this still counts.
• Which countries really need brand protection, and why? Think about where and how you plan to use the brand internationally.
• Which registration classes apply? This depends on the type of product, service or project the brand relates to.
• Is there a budget available for registration or legal research? If so, what’s the project number that the costs can be charged to?
• Is the name too descriptive? If it just describes what something is or does, a trademark is often rejected and the costs still apply.
• Can the name be used easily across online and offline channels? For example, avoid using symbols like “@”, which can cause issues in URLs and email addresses.
• Will the name/logo actually be used in communication materials? If not, the trademark could expire due to non-use.
• Does the name include a faculty or department name? These aren’t allowed, as organisational names can change over time.

Elaboration: intake Arnold Siedsma

Involved roles: brand owner, communication advisor, brand identity coordinator, and Arnold Siedsma

During this phase, we involve our external trademark agency, Arnold & Siedsma, for expert input and legal advice. Keep in mind: every question or consultation will be invoiced by them.

How does it work?

1. The brand identity coordinator is the main contact for Arnold & Siedsma. All requests from within UT go through this person. They coordinate the process and ensure smooth communication between UT and Arnold & Siedsma.
2. Before the intake, the brand owner and communication advisor provide relevant input to the brand identity coordinator, who then contacts Arnold Siedsma to schedule a consultation.
3. Arnold Siedsma does a quick scan to assess whether the registration is legally feasible and worth pursuing.
4. A discussion follows with all involved roles. Based on this, Arnold Siedsma gives tailored advice. This could include:

• Legal advice on brand names and/or logos
• Recommendations on how to register the name/logo in the trademark register
• In-depth research into the availability of the name
• Advice on brand monitoring and interpreting potential risks or conflicts
• Guidance on the right registration classes and countries
• An overview of expected costs for registration and ongoing monitoring

The final decision on whether to proceed with the advice rests with the brand owner.

Budget and costs

• The brand owner is responsible for the budget and for making sure there’s a project number available for invoicing.
• A brand registration is a one-time cost and is valid for 10 years.
• Brand monitoring is an optional service and billed annually.

Involved roles: Arnold & Siedsma, brand owner, communication advisor, brand identity coordinator

Implementation: what happens after the brand advice is approved. Once the brand owner gives the green light, Arnold & Siedsma takes the lead on the registration process.

• Any follow-up questions are handled via the brand identity coordinator, who reaches out to the right person for answers.
• Updates on the process and planning also go through the brand identity coordinator.
• The brand owner keeps the official documentation related to the registration.
• If stakeholders need to be informed, this is done by the communication advisor or brand owner, depending on the context.

Embedding it in the organisation

Involved roles: brand owner and communication advisor

Once the brand is officially registered, it’s time to embed it in the organisation:

• The brand owner ensures the financial side is taken care of and informs the project number holder.
• If the brand owner leaves UT, they are responsible for arranging a proper handover of the brand ownership.
• The brand owner and communication advisor jointly decide whether the registration should be extended when it’s about to expire, especially if the brand still adds value.

Ongoing brand monitoring

• Arnold & Siedsma continues to monitor the brand and notifies the project owner about any relevant signals (e.g. possible conflicts or risks). They’ll also give advice straight away on what to do next.
• The brand identity coordinator keeps track of the entire brand portfolio and ensures consistency across UT.