Protect Your Brand with Liza Ann Esqueda

by Jerome Knyszewski
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Liza Ann Esqueda, business owner and lawyer

Liza Ann Esqueda is a lawyer and business owner who wants to help out aspiring business owners lay down a solid legal foundation that they need to build a lasting and sustainably profitable enterprise.

Through her work as a lawyer, Liza Ann Esqueda knows that your trademark is your “most valuable business asset.” This is so valuable that other people would never think twice before stealing it for themselves. If you leave your name unprotected, these scammers would just earn the money and benefits that should have gone to you. So, what should you do to protect your rights to your logo, name, or slogan?

Liza Ann Esqueda says you should register your name federally, and she will walk you through this process, too. As a lawyer for entrepreneurs, Liza Ann will help protect your brand through registered “trademarks, copyrights, and contract templates.”

If you leave your names unprotected, Liza Ann Esqueda says that your protections will be limited, and you’ll be stuck defending yourself instead of asserting your rights to your assets. If you register your brand, you’ll tell everyone that you own the brand and everything associated with it. The law will be on your side, too.

With this depth of knowledge, Liza Ann Esqueda should be a very helpful asset to any business owner looking to break through.

Check out more interviews with high-powered entrepreneurs here.

Jerome Knyszewski: What do you think makes your company stand out? Can you share a story?

Liza Ann Esqueda: I believe in building a genuine relationship with my clients. I believe in informing my clients 1000% of what they can expect in their legal process and in the relationship with me. Hiring a lawyer to handle your business is a big deal. It’s an important relationship and I want to make sure that my clients choose a person that is a good fit for them, and vice versa. For that reason, I run a no-pressure law firm. All of my pricing is a flat rate, upfront pricing. There are no surprises and working with me. My clients have full access to their files and know that they can reach out to me at any point in our relationship if they have any questions.

I have been told many times by clients that they appreciate my approach of explaining things simply instead of using complicated legal terms. My goal is to ensure my clients are 100% happy with the service I provide and fully comprehend that service if they are receiving.

Jerome Knyszewski: Which tips would you recommend to your colleagues in your industry to help them to thrive and not “burn out”?

Liza Ann Esqueda: What keeps me from burning out is the drive to continue to be motivated. I know people will say make sure you take time for self-care in time to relax. I understand that and I am a big proponent of that, as well. At the same time, with launching a business it has to be one of your top priorities. And while building a business, you sometimes have to work those extra hours in long days. So, staying motivated and remembering my goals and remembering why I started this business keeps me from burning out.

Jerome Knyszewski: None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

Liza Ann Esqueda: I have many people to be grateful for. I have built a community of colleagues and mentors around me who support one another. I am incredibly grateful to be able to pick up the phone and call, or shoot off a text to a colleague and bounce ideas and questions off of them.

Jerome Knyszewski: Ok thank you for all that. Now let’s shift to the main focus of this interview. Delegating effectively is a challenge for many leaders. Let’s put first things first. Can you help articulate to our readers a few reasons why delegating is such an important skill for a leader or a business owner to develop?

Liza Ann Esqueda: As skilled as many entrepreneurs are, you are likely not highly skilled at every task you take on. Additionally, there are likely tasks you don’t enjoy taking on. A rule of thumb I live by is to “hire for my weaknesses.” If there is something I don’t enjoy doing, something that will cause me to procrastinate or stress, that is a reminder to me that someone else could do that task more effectively and efficiently. A task I may not enjoy could be the “zone of genius” for someone else. Hiring for your weakness and delegating those tasks is a good business decision. This allows everyone to excel at jobs they have taken on.

Jerome Knyszewski: Can you help articulate a few of the reasons why delegating is such a challenge for so many people?

Liza Ann Esqueda: I believe it’s hard for entrepreneurs to delegate tasks that they know they can handle. A lot of entrepreneurs are pretty skilled I can do a multitude of things. I know a lot of us fall into the mindset of “I’ll just go ahead and do it myself it doesn’t take much time.” The problem with this is that while you’re tackling these tasks there’s no one handling being you, the business owner. To make your company run effectively people need to work in their “zone of genius.” If your zone of genius is being an accountant, then you should focus on that. Hire someone to be your salesperson, your admin, your tax attorney, and let them work in their zone of genius. It will take them much less time to get the task done, and they will do it better. Your business needs you to be the leader. Being a leader means knowing when to step back and delegate to others.

Jerome Knyszewski: In your opinion, what pivots need to be made, either in perspective or in work habits, to help alleviate some of the challenges you mentioned?

Liza Ann Esqueda: The biggest pivot is accepting that you’re the boss and you have a very specific role in your business. Your role is to lead and grow the company by focusing and working effectively in your role. There are only so many hours in the day and if you choose to take on tasks that can be accomplished by others, you were choosing to not work focus on your best skills consequently not putting your best quality work towards building your company.
There is ultimately one boss, one leader when visionary building your brand. Be that person.

Jerome Knyszewski: Thank you for all of that. We are nearly done. You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 😊

Liza Ann Esqueda: I believe that people should actively be a catalyst for others. When you help others selflessly, whether it’s in your business or your personal life, you put out an enormous amount of positivity and good and energy in the world. People around you sense that energy, especially the genuineness of it. This is not only good for others, but it comes back to you, as well, because others will remember what you did for them and will be a catalyst for you and your business, as well.

Jerome Knyszewski: How can our readers further follow you online?

Liza Ann Esqueda: Readers can follow me online at social media handle @LawyerLizaAnn. My website is

Jerome Knyszewski: This was very inspiring. Thank you so much for the time you spent with this!

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