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New service aims to simplify brand protection and reduce legal risks
Honcho has launched a program to make trademark registration more accessible for small businesses, helping them secure their brand identity and reduce the risk of legal disputes.
The company says trademark registration grants businesses exclusive rights to their name, logo or tagline, preventing unauthorised use and brand dilution. Without legal protection, businesses may face imitation and reputational damage that could affect customer trust and growth.
Miralda Ishkhanian, chief operating officer at Honcho, said trademarks play a critical role in protecting business assets.
“A registered trademark is more than legal protection — it is an essential investment in a business’s future,” Ishkhanian said. “It signals professionalism and trustworthiness to customers while ensuring that brand identity remains secure.”
Simplifying the trademark process
Honcho has developed a step-by-step process aimed at reducing the complexity of trademark registration. Business owners can start with a free trademark search to check the availability of their desired name or logo through an online form.
For those needing additional support, Honcho provides access to trademark specialists who guide them through the application process. The company’s team handles filing, administrative requirements and regular updates, allowing businesses to focus on operations while ensuring legal protection.
Honcho says it has registered nearly 5,000 trademarks for Australian businesses since introducing its trademark services.
Cost structure and accessibility
Honcho has set its pricing to make trademark registration affordable for small businesses. A standard registration costs $799, covering a 10-year term, government statutory fees, GST and additional services.
Businesses requiring protection across multiple product or service categories can register extra classes for $599 each. Honcho also highlights that trademark registration is a tax-deductible expense, helping businesses manage costs.
Long-term brand protection
A registered trademark provides legal protection and can also increase in value as a business grows. It helps businesses maintain ownership of their brand identity across markets and can enhance appeal to investors.
“As businesses grow, their trademarks become increasingly valuable,” Ishkhanian said. “Honcho’s goal is to help businesses secure their brand identity today so they can focus on long-term success.”
More information about Honcho’s trademark services is available at Honcho.
Last Updated on February 8, 2025 by Nick Ross
