Protecting Our Culture, One Trademark at a Time
Taylor Tieman | August 22, 2024
Taylor is the owner and principal attorney of Legalmiga Law, P.C. where she helps clients legally protect their brands, services, products & content. She specializes in business formation, trademarking, copyrighting, and contracts. She also has experience with both consumer protection and various other types of civil litigation. Taylor earned her Communications degree from the Annenberg School at the University of Pennsylvania, located in Philadelphia, in May of 2011. She went on to earn her Juris Doctor from Southwestern University School of Law, located in Los Angeles, in May of 2015. While in law school, Taylor was President of the Latino Law Student Association. She currently is a member of the Hispanic National Bar Association and the Latina Lawyers Bar Association, and serves as a mentor for the Legal Education Access Pipeline (LEAP) fellowship program. She is licensed to practice in the state of California as well as all United States District Courts in California
As Hispanic Heritage Month approaches, it’s so important to recognize not just the cultural contributions of the Hispanic/Latinx community but also the powerful ways in which we are preserving and protecting our cultural identities through business. For so many Hispanic/Latinx entrepreneurs like myself, our brands are more than just businesses—they are extensions of our heritage, values, and the communities we represent.
One of the most vital steps in maintaining this identity is through trademark protection.
I’m honored to share four inspiring stories from Latinx entrepreneurs who have taken the crucial step to trademark their brands, ensuring their legacies are safeguarded for future generations.
Cafecito con Estrellita®: Empowering First-Generation Latine Students
Cafecito con Estrellita® is more than just a digital media company—it’s a movement designed to support and inspire first-generation Latinx students and postgraduates. Estrella Serrato, the founder, has forged a mission deeply rooted in the belief that higher education can transform lives and communities. By offering coaching, podcast episodes, videos, and more, Cafecito con Estrellita® has built a thriving community of over 90,000 students.
The decision to trademark this brand was driven by Estrella’s determination to protect her mission at all costs. “I chose this specific trademark because I am here to change the educational landscape for first-generation students for the better.” Protecting the Cafecito con Estrellita® brand not only solidifies its identity but also ensures that the unique voice of the first-gen Latine community remains protected from competitors who might attempt to leverage the brand’s growing reputation.
Calladita Culture®: Giving a Voice to the Silenced
Calladita Culture® is a brand with a mission to challenge and dismantle the harmful cultural norms that silence Latinas. The founder, Pam Covarrubias, created this brand as a response to the pervasive message that Latinas are “prettier when they’re quiet.” Through her work, she empowers Latinas to own their voices and reject the notion that they should be quiet to be accepted.
Protecting Calladita Culture® was a crucial step in preserving not just the brand but the community it serves. “It’s my way of containing the monster that keeps us quiet,” Pam shares. The trademark serves as a shield, protecting her body of work from being diluted or co-opted by others. The process of securing this trademark was not without challenges, but with the help of legal counsel, she was able to navigate the complexities with peace of mind. Her advice to other Latinx business owners? “Having a trusted legal counsel who can answer those questions without feeling like we are in trouble is the first step to making sure our businesses are protected.”
¡Latina, Presente!™: Elevating Latina Voices
¡Latina, Presente!™ is a community dedicated to helping Latinas and introverts hone their public speaking skills, all while embracing their cultural roots. The name itself, “Presente,” is a powerful declaration that Latinas are here, they speak, and they will be heard.
For founder Yvonne Armenta, applying to protect ¡Latina, Presente!™ was a way to protect the essence of her brand and the community she’s building. “It allows for us to be more easily recognizable and seen as a community of speakers who center their cultura in their speaking,” she explains. The biggest challenge she faced was deciding whether to file for a trademark at all—a common dilemma for small business owners. Her advice is clear: “Speak to a lawyer and understand why trademarking is important, then take the actions necessary to protect and grow your brand.”
Riqueza™ Collective: Building Wealth with Cultural Pride
Riqueza™ Collective is a bilingual financial education platform that serves students, young professionals, and entrepreneurs. The name “Riqueza” reflects not only wealth in the financial sense but also the richness of the Latinx culture. Founder Lea Landaverde was adamant about trademarking Riqueza because of its uniqueness and the strong association between the brand name and its mission.
One of the challenges the founder faced early on was ensuring that her lawyer fully understood the scope of her services to file the trademark under the correct class. Her advice to others? “Be very clear with your lawyer about who you are and what you do as a business. This will ensure that the correct class and description are used when filing.” Applying for this trademark has given her peace of mind, knowing that her brand is on its way to being protected and ready to grow.
Key Takeaways for Latinx Business Owners and Their Counsel
These stories – and so many more of spirited entrepreneurs – highlight the importance of trademark protection for Hispanic/Latinx business owners. It’s not just about legal security; its about preserving the cultural identities and values that these brands represent. As these entrepreneurs show, protecting your brand is a crucial step in ensuring that your business, and the community it serves, can thrive for years to come.