When imitation isn't the sincerest form of flattery: Lessons learned in event naming

Paula Fleming, CMSO, discusses the surprising (and sometimes frustrating) lessons learned when your event name gets "borrowed" locally, offering insights for business leaders on protecting their brand identity and navigating the tricky terrain of community competition. (May 13, 2025)

Oof. Let's just be honest for a moment. Finding out someone has essentially borrowed the name of an event you've poured your heart and soul into feels… well, it stings. Especially when it's a name you've become known for within your local community.

Our event, "#HeadshotsAndHandshakes," has become a bit of a signature for us. We've built its reputation organically, fostering connections and creating a valuable experience for attendees. So, imagine my surprise (and initial frustration!) when I discovered a similar local initiative using the exact same name.

Now, the logical (and slightly less emotionally charged) part of my brain kicked in. "Headshots and Handshakes" is a fairly general term, isn't it? It describes the core elements of the event quite literally. Perhaps it wasn't a deliberate act of imitation, but rather a case of parallel thinking.

However, the gut reaction – that feeling of someone stepping on your creative toes – is real. And it brings up some important lessons for all of us in the event and community-building space:

1. The power of branding, even without a trademark (initially): While we didn't have a formal trademark on "Headshots and Handshakes," our consistent use and community recognition had built a strong association. Your brand isn't just about legal protection; it's about the identity you create and the recognition you earn.

2. The importance of protecting your intellectual property: This experience has definitely highlighted the value of trademarks, even for seemingly simple names. While it might feel like an extra step and expense, securing your unique event names and taglines can prevent confusion and protect your brand identity down the line. Lesson officially learned on our end!

3. Navigating the local landscape: When something like this happens within your own community, it adds another layer of complexity. Maintaining positive relationships is often key, but it's also important to advocate for your brand and the work you've done.

4. Choosing the high road (eventually!): While my initial reaction was… let's just say less "zen," I've decided to focus on what we can control: continuing to deliver exceptional value through our Headshots and Handshakes events and reinforcing our reputation for quality and genuine connection.

Ultimately, while imitation might be a form of flattery, it's a particularly prickly kind when it impacts your hard work. This experience serves as a reminder to protect your brand and to keep innovating. We'll keep doing what we do best, and hopefully, others will be inspired to find their own unique and impactful event names.