When office equipment goes down or doesn’t work properly, it can disrupt the entire business. And as the industry consolidates functions into one device, it’s critical to have the correct equipment that meets your business’s needs.

“It truly is a lifeline in an office,” says Edward Kromar, director of service at Blue Technologies. “If it’s a small office, it can almost stop the processes internally, as opposed to 20 years go when it was just one facet of many. Understanding your vendor’s service protocol is absolutely vital.”

Smart Business spoke with Kromar about how to maximize your office equipment.

What should business owners know before investing in office equipment?

Take time to understand your business and processes. Knowing the volume you use ensures the equipment is big enough. But if printing is most important, you may need a multifunction device that allows you to categorize your priorities in the workflow, so all printing comes before copying or faxing.

If the function is mission critical, you may want a second unit. This is mechanical equipment — failures are going to happen — so you may need backup equipment and data storage. If scanning is imperative but you have an all-in-one device, then you need to consider having another unit to provide back-up scanning. Look for an alternative that doesn’t break the bank but gives the necessary insurance, which could be a desktop device. In trying to understand your needs and priorities, develop and use your relationship with your office technology salesperson, which also helps you get the right product(s).

How does the technology life cycle work?

Technology is changing monthly, so a best practice is having the flexibility to move into different products with your vendor. Look for a product line with options and versatility as well as a history of improvements. Not only are your business needs changing, but a feature that wasn’t out six months ago could add efficiency.

While there’s no rule about how often equipment needs to be upgraded, make sure the technology still meets your needs. The faster your business is growing, the faster you’ll need to update. And, if you come across a broken process, don’t forget to consider that your office hardware could be part of the solution.

What’s problematic about switching to digital phones?

Digital phone lines are very practical for businesses that want to save money. Unfortunately, fax technology has not kept up with digital phone technology, so they don’t fit reliability together, and the industry is not spending research and development funds on merging these two. So, if you are changing phone systems and your organization has a high demand for faxing, you need to keep an analog phone line for your immediate needs and begin converting your clients to email communication.

What’s important to know about color?

Color has helped businesses present, at a more affordable cost, their marketing message to customers. But some business owners have misconceptions about their device’s color and the difference between business and production color. Production color, which is often outsourced to print production facilities, handles high-end color, where a red will always print the exact same shade. Business color is an acceptable quality that can be used internally and sometimes for outside marketing pieces. You can buy devices of either type, but there’s a cost difference. With help from your salesperson, you can discover what color needs to be used and when, including whether the volume justifies the cost of bringing it in-house.

How can your company maximize use?

First, your equipment salesperson should understand your IT support. Additional services and training may be needed to help make the transition seamless. An established equipment dealer can even provide support for more than just your hardware needs, the dealer might also provide various network support before and after installation.

You also need to fully understand the capabilities of the equipment you’ve purchased and how it fits with your business. If you don’t know what your equipment can do, find out. Also, as your business changes, you could take advantage of a feature you never thought you would.

Edward Kromar is the director of service at Blue Technologies. Reach him at (216) 271-4800 or ekromar@BTOhio.com.

 

Blog: For useful tips on improving office efficiencies, visit our blog at www.btohio.com/news-resources.

 

Insights Technology is brought to you by Blue Technologies

 

Published in Akron/Canton
Monday, 04 February 2013 10:47

How trademarking color could help your brand

Trademarking a color has become more common — UPS and brown, Target and red, John Deere and green and yellow.

However, Sandra M. Koenig, a partner at Fay Sharpe LLP, says it’s important to remember that trademarking a color isn’t limited to big companies, especially if you have a specific audience and can show the color is distinctive in a smaller segment of the industry.

Smart Business spoke with Koenig about trademarking colors and the law surrounding it.

What can be a trademark other than a word or logo?

Some nontraditional trademarks can be an overall appearance or trade dress, such as color, product shape, scent and sound. When trademarking color, it can be a combination of colors applied to products, packaging or something that represents a service, as well as just one color, called color per se. Consumers should be able to easily associate color with a product or service, or its source. You might be asked to prove the connection, perhaps with surveys.

What does it take to make a color a trademark?

There are certain criteria to get a color registered. It cannot be a color required in an area or acting as an industry standard, such as green’s association with the environment (for an environmental product). The color needs to be used consistently, but your use shouldn’t limit competitors. If it’s the cheapest color to use when manufacturing a product, you can’t keep it for yourself. The color should be unexpected and not related to its function.

Some companies get color or product configuration trademarks as a way to extend protection to something no longer covered by a patent, or never covered. Trademarks last forever, as long as you keep using and renewing them, while patents are good for 20 years from the day of filing and design patents last 14 years. Therefore, when a patent runs out, trademarking the color or shape is a way to keep a unique look under protection.

The registration process can take years, especially if it’s a single color or there are appeals. Last year, in one noteworthy case, Louboutin v. Yves Saint Laurent, a federal appeals court limited Christian Louboutin’s color trademark to shoes with a lacquered red sole and contrasting upper. However, once you have a registration for your color, you’ve got national prima facie exclusive rights.

Is it easy to prove you have a trademark in a color?

It depends on your field and with what the color is associated. Areas where products are supposed to have color, such as fashion or paint, are difficult. It’s also sometimes harder to trademark a product going to general consumers. A logo with a color like the yellow Shell gas station logo is fairly straightforward, a combination of colors absent shape or configuration is more difficult, and one color without limitation to shape or configuration is hardest to prove.

Another consideration is whether you’re registering a particular shade by the pantone number, a range of pantone numbers or a color without limitation to shade. Like with traditional trademark infringement, it comes down to the likelihood of confusion. If you registered the color orange per se and somebody has peach, is that confusingly similar? If you did a pantone range of a yellow, how far outside of that range is confusing?

If you want to protect the color of your product, how can you establish rights in order to register it?

Be proactive and consistent. Don’t dilute the color by offering the same product in an array of colors. If you want to be the supplier of a magenta-colored product, don’t sell the same product in purple, green, yellow and gray.

Promote it in advertising, including saying the color word. Use ‘look for’ advertising, like ‘look for the color red on your grocer’s shelves’ or ‘we’re the green people.’ It helps if your company colors are the same as the product you’re trying to protect. You also can tie the color with something relevant like Owens Corning did with the Pink Panther and its pink insulation. Anything to drive home the association with the color and you and your product.

Sandra M. Koenig is a partner at Fay Sharpe LLP. Reach her at (216) 363-9000 or skoenig@faysharpe.com.

Insights Legal Affairs is brought to you by Fay Sharpe LLP.

Published in Cleveland