Running a business for decades teaches you lessons you never expected to learn—especially when it comes to trademarking your brand, name, and reputation online.
One of the most eye-opening experiences I’ve had in recent years involved a younger, beginner designer in Europe registering a domain name nearly identical to ours, then starting a business with a name just one letter off from Biondo Studio. While sometimes these situations stem from ignorance, other times they cross into unethical behavior, cybersquatting, or outright brand impersonation.
In an era of scammers, identity theft, AI-generated content, and digital anonymity, protecting your business identity is no longer optional—it’s essential.
Why Trademark Protection Matters for Small Businesses
Although Biondo Studio has been in business for 22 years, I didn’t officially trademark the name until just a few years ago. Looking back, that protection is worth every dollar and every minute of effort.
Early on, I worked extensively in illustration and animation, and I used to copyright my work periodically—sometimes mailing physical media to the U.S. Copyright Office, sometimes even mailing it to myself (a common practice at the time). I also registered multiple domain names to safeguard the brand.
Eventually, as many business owners do, I let some domains expire—including biondo-studios-dot-com. For a long time, that wasn’t an issue.
Until it was.
How a Domain Name Dispute Sparked a Bigger Problem
Around 2020, a client’s PayPal payment was delayed because they accidentally used “Biondo Studios” (with an “S”). That moment revealed something alarming: another graphic design and website company was actively using that domain name.
The business was based in Antwerp, Belgium, run by a young designer whose name had no connection whatsoever to the word “Biondo.” Her portfolio work also had a much different style. Despite this, the name, domain, and branding were close enough to cause confusion—especially online.
This is where brand confusion becomes a legal and ethical issue, not just an annoyance.
Originality vs. Pretentious AI “Gobbledygook”
As designers, we know how accessible tools have become—templates, stock assets, code snippets, and now AI-generated copy. While these tools can be helpful, they don’t replace originality or integrity.
Many of us can tell when content is filled with pretentious-sounding ChatGPT gobbledygook—polished, vague, and devoid of real meaning behind it. (Yes, I use them too, but these tools should not be a replacement for real experience.) Ironically, the very tools meant to democratize creativity are now making authentic brand identity even more valuable.
Which raises the question:
Why wouldn’t someone want to build a reputation under their own name, rather than riding on the credibility of an established studio?
Filing a Trademark and Sending a Cease and Desist
Although the imposter business didn’t directly harm us financially, it felt unsettling—almost like the digital equivalent of the film Single White Female.
After researching my options, the first step was clear: register a trademark. The process was expensive, paperwork-heavy, and slow (about six months.)
But once the filing was in progress, the next recommended step was sending a cease and desist letter.
The response?
A refusal—because she was in another country, and allegedly, the letter “didn’t ask nicely enough.”
Particularly ironic since the website for the business boasts about supporting female entrepreneurs, yet the entire brand is based on stealing from one.
To make matters worse, she rushed to trademark the name in the Benelux region just days later.
Oh, that was bitter! Lesson learned—by both of us.
The Limits of Trademark Protection Across Borders
We were ultimately granted a registered U.S. trademark for Biondo Studio, which protects against similar names likely to cause marketplace confusion.
However, the reality is this:
The USPTO only protects businesses within the United States.
Not Belgium.
Not Europe.
Not globally.
Had I registered the trademark internationally before alerting her, this situation would have ended very differently.
Cybersquatting and Social Media Impersonation
Here’s where things became more complicated.
Many major platforms—Instagram, Facebook, LinkedIn, Pinterest—are U.S.-based companies. In theory, they should comply with U.S. trademark law.
When I noticed one of my own clients following her account—believing it was me—I reported the fraudulent profiles.
Some platforms complied.
Some did not.
Because she held a regional European trademark, enforcement varied widely. In response, she rebranded herself as an “Online Identity Expert & Branding Studio.” (Yeah right, an expert in someone else’s identity.)
This highlights a major flaw in modern trademark law: geography no longer reflects how we actually work. Remote businesses operate globally, but legal protections remain stubbornly regional.
“Use It or Lose It”: Enforcing Your Legal Rights
Trademark and copyright protection only work if you actively enforce them.
After digging through countless Google forms (an experience unto itself), I eventually succeeded in at least getting a message through to them, but still waiting for the result.
The battle isn’t over—but the message is clear.
No platform will protect your brand for you.
No one will act unless you do.
And enforcement is your responsibility—unless you escalate to legal counsel.
Final Thoughts: Why Protecting Your Brand Is Worth It
I strongly recommend trademarking your business name, securing your domains, and copyrighting your work, even if it feels expensive or unnecessary at the time.
The methods for exploiting someone else’s reputation absolutely exist—and once your name is taken, getting it back can be exhausting, costly, and emotionally draining.
If you prepare early, you can avoid the worst of it.
And when life gives you lemons?
You protect your name—and make lemonade.
