sustainability is a key factor influencing the purchasing decisions of increasingly more consumers. Businesses are trying to reduce the negative impact they have on the environment or society, even if this requires significant investment. Building a brand that incorporates sustainability is vital. However, creating and maintaining an environmentally conscious brand image requires significant resources, and businesses are faced with the challenge of delivering the right message whilst complying with increasing regulation. Part of our role is to work with brand owners to get the messaging right, and to ensure that their investment and efforts to increase sustainability are captured and protected in their IP. Brexit continues to impact our profession as we navigate new procedures and begin to better understand Brexit’s impact and practicalities on EU trade mark rights. Before Brexit, UK and EU trade mark law was harmonised, meaning it was possible to file a single trade mark application covering the whole of the EU, including the UK. Consequently, Brexit caused a lot 60 LAWYERMONTHLY SEPTEMBER 2022 As trade mark attorneys, we are fortunate enough to work in a fast-paced and dynamic environment which offers plenty of learning opportunities. of uncertainty for trade mark owners and their attorneys, and we are now ensuring that the necessary steps and strategic decisions have been taken to protect our clients’ IP. If you had to give some advice to a new trade mark attorney on developing their career in the profession, what would it be? As trade mark attorneys, we are fortunate enough to work in a fast-paced and dynamic environment which offers plenty of learning opportunities. When these opportunities arise, putting yourself forward to be involved with projects or meetings – even just to observe – can be invaluable. In my experience, working with as many people as possible broadens knowledge and experience as everyone works in different ways and has different strengths and skillsets. As well as learning and understanding the law, take the time to learn about, and really understand, a client’s business, including its customers, structure, goals and ambitions. This will ensure your advice is more valuable and commercially focused advice and will help to build strong client relationships. Take advantage of industry associations and events, which provide the opportunity to meet professionals in the industry, and to learn and share legal knowledge and experience. This can also help raise your profile within the IP community. About Beverley Robinson Beverley Robinson is a Chartered Trade Mark Attorney and senior associate at intellectual property law firm Appleyard Lees IP LLP. She is experienced in contentious and non-contentious trade mark, design and copyright matters and acts for a broad range of clients across a variety of industries, including technology, retail, fashion and beauty. Beverley’s practice includes filing, prosecution, disputes and enforcement of IP rights. Beverley is a member of the Chartered Institute of Trade Mark Attorneys and the ECTA law committee. About Appleyard Lees Appleyard Lees is a leading intellectual property law firm with over 60 patent and trademark attorneys and litigators. The team brings broad sector and industry knowledge and offers a full spectrum of IP services, including initial strategy and scoping, prosecution, and postgrant support, should disputes or other issues arise. Working with some of the world’s most exciting innovators, largest companies and household names, the firm supports a broad range of IP owners and creators, including in-house teams, R&D specialists, owner-managers, and branding professionals. Contact Beverley Robinson, Senior Associate Appleyard Lees IP LLP 1 East Parade, Leeds, LS1 2AD, United Kingdom E: Beverley.Robinson@appleyardlees.com www.appleyardlees.com
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