“Intellectual prope… oh dear, no, that’s not for me” - and why you’re wrong
Full disclaimer to start with: the subtitle isn’t originally mine. I borrowed it from a law firm that used it as the name of their Wi-Fi network, a firm specializing in intellectual property, no less.
If even those who professionally work in a particular field feel the need to joke about it, is it really surprising that startup founders often approach that area with a certain degree of discomfort or avoid it altogether? Which opens up a whole series of additional questions: if intellectual property seems intimidating, can it even be interesting? How can it be made engaging and useful for startups, especially in their marketing?
Let’s look at it from another perspective. In the startup world, intellectual property usually means legal protection of what makes an innovation novel, whether it’s an algorithm, a process, or the identity they use. These forms of protection are not mutually exclusive; on the contrary, they often work best in combination. What is crucial, however, is the legitimacy that a legal designation gives to a startup that holds it, thereby, in a way, justifying its existence.
So, although intellectual property is at its core a legal tool, certain well-known assumptions are often attached to it, assumptions that can become stumbling blocks when applying it in marketing and communication.
Common mistakes
“We’ll deal with intellectual property only after the real work is done”
Most often, this refers to the moment when startups decide to include IP in their promotional activities, which is usually simply too late. Startups, especially in the deep tech sector, often owe their growth precisely to intellectual property, which is never separate from the very core of their idea, yet they either don’t know how or don’t want to use it in their marketing.
Securing protection early on allows founders to publicly claim what is truly theirs: a product, a prototype, or a solution to a specific problem. Building communication and marketing around this helps startups stand out and anchor their story in the legitimacy that intellectual property itself provides. In doing so, they send a clear message: our innovation isn’t just new, it is legally recognized for its uniqueness.
“The more we explain, the more serious we sound”
Using intellectual property in communication does not automatically mean explaining every technical detail. It is equally important to focus not only on the topic itself but also on how it is communicated. Over-explaining can dilute the story and distance audiences who are not from a technical background, rather than bringing them closer.
“IP is for lawyers and investors, not for communication”
As already mentioned, intellectual property is indeed a legal tool, but it is not limited exclusively to a legal context. It can easily be incorporated into brand language, where it helps ensure that a product message does not sound merely attractive, but also highlights its real, substantiated value.
IP as a storytelling compass
One of the often-overlooked positive characteristics of intellectual property is precisely its unique ability to function simultaneously as both a business and a marketing element. Different forms of protection open the door to different storytelling approaches. The first step is to understand the type of protection and then develop your unique story through that lens.
Patents require precision. In order to obtain a patent, founders must clearly articulate what is truly new, how existing market solutions fall short compared to their innovation, and which technical problem it solves. That very clarity of the core concept provides a strong foundation for storytelling grounded in legitimacy and authority.
In my experience working with a startup that owned a patent for an algorithm, intellectual property was referenced in all of their communication materials and proudly displayed on their website, it was even incorporated into their slogan. This helped make the startup’s intellectual property one of the first things that came to mind for collaborators, partners, and clients when speaking about them.
Trade secrets shape startup narratives through restraint and secrecy. Their core value lies in what they do not disclose. A classic example is The Coca-Cola Company and its Coca-Cola recipe: kept secret, yet supported by marketing focused on consumer experience rather than the formula itself, a strategy that helped the company become one of the most recognizable brands in the world.
Trademarks operate on a different level. They reinforce recognition, trust, and emotional connection. While patents and trade secrets often communicate how something works, trademarks communicate who the startup is and the people and products behind it. They allow the story to remain coherent even as products and business models evolve or pivot. There are numerous examples of globally successful trademarks, such as NVIDIA, which has leveraged trademark protection, alongside other IP rights from its portfolio, to build a strong identity across various customer services.
IP in business communication
In many innovation ecosystems, intellectual property essentially operates in the background. It is not there to dominate, but to provide support and guarantee credibility. Although audiences may not consciously interpret these signals as “intellectual property,” they certainly respond to them instinctively.
What makes such stories successful is alignment: decisions about protection, communication style, and long-term positioning reinforce one another instead of stubbornly pulling in different directions.
This is particularly visible in the way intellectual property connects with storytelling across different stages of business maturity and growth, where startups should ask themselves:
In the early stage, when the first pitch decks, demo versions, and websites are being created – is IP clearly highlighted and easily recognizable?
In the scaling phase, when visibility grows faster than internal alignment – is there internal clarity about how IP is presented publicly and how it supports the company’s growth?
During a pivot, when a startup must redefine its story without losing credibility – does its IP reflect the new business direction?
Across all stages, the conclusion remains the same: if you do not define and communicate what is yours, you leave room for others to do it instead, whether competitors, clients, or partners.
Final thoughts
Intellectual property exists to strategically support a startup’s business and marketing efforts. As such, it reflects the uniqueness of the startup itself and its approach to business. When used as a marketing tool, it becomes a stabilizing element through which communication with the audience is built on trust, all while maintaining full control over your own narrative.
As Joan Didion famously wrote, “We tell ourselves stories in order to survive”, protect your intellectual property, and let it tell yours.
About the author
Antonia Lončar is a specialist in EU communications, public relations, and an advocate for #AllThingsDigital, combining extensive experience in managing complex public projects and implementing international campaigns. Throughout her career, she has collaborated with both the private and public sectors, international NGOs, the European Commission, and the United Nations. As a senior communications expert for the European Commission, Antonia works on shaping EU external policy in regions such as the Eastern Partnership countries, as well as other continents like Africa. With a strong background in EU projects, intellectual property, and media, she actively monitors and advocates for the latest regulations in these EU domains. Fluent in five languages, she advises media, technology, and creative startups, as well as small and medium-sized enterprises, helping them manage available public funds to expand their business and increase social engagement. As a PhD candidate at the University of Zadar and Libertas Business School, Antonia researches international relations with a particular focus on the EU Green Deal and its impact on global trade. In this capacity, she has recently lectured at the New York Institute of Technology (NYIT) and the Academy of Economic Studies of Moldova (ASEM), inspiring students on topics such as sustainability, communication of international institutions, and policy.
