Protecting heritage, identity and the brand that carries them forward
Anika Chabra and Jennifer Siripong Mandel created Root & Seed out of a personal need to hold on to family traditions. After experiencing first-hand how quickly stories and rituals can fade across generations, they set out to design a way for families to capture and share their heritage in an interactive mobile website that creates lasting and meaningful conversations. Their backgrounds in advertising and education gave them the tools to turn that idea into an accessible platform built around storytelling.
Root & Seed offers a digital conversation tool with hundreds of question prompts, audio recording features and note-taking options that guide users in documenting stories, voices, cultural practices and even family recipes. At its heart, the company is about more than just memories. It is about identity, connection and belonging, ensuring that what matters most is not lost, but carried forward by a rich archive of personal and family history for future generations.
Anika and Jennifer, can you tell us a little about your organization?
Root & Seed is a storytelling platform that helps people capture, preserve and share family stories, traditions and culture. Using guided prompts and intuitive technology, we make it easy to record voices and legacies so they can be passed down. Our mission is to combat disconnection and isolation by sparking conversations that strengthen relationships, celebrate heritage and preserve identity. Protecting our brand allows this vision to reach and impact more people.
At what point in your journey as entrepreneurs did you start thinking about protecting your intellectual property (IP)?
From the very beginning, we made it a priority to safeguard our name, logo and brand identity. We secured unique URLs and social media handles early on. As we continued to innovate, we looked into patents but learned that not everything can be protected that way. The risk of copycats was real, but staying focused on our mission and addressing broader human challenges beyond a single product gave us strength. For us, securing our brand is not just about defence, it's about creating space for our vision to grow.
Did you seek advice from an IP agent? If so, why?
Yes. We were introduced to an IP agent who made the process feel approachable and affordable. We had tried to figure it out on our own but quickly felt overwhelmed and wanted to avoid costly mistakes. We also realized that funders and grant applications often ask how we've protected our IP. Getting professional advice gave us clarity, confidence and credibility as we continued to grow our business.
What was the most challenging part of protecting your IP?
The biggest challenge has been the threat of duplication. We didn't want to complicate our solutions just for the sake of protection. Our simplicity is what makes our tools intuitive and special. Product poachers with bigger budgets could outpace us in features and marketing. What truly sets us apart is our brand, mission and values. Securing our IP has meant proactively safeguarding our identity, research and positioning, while maintaining the trust we've built with our community.
What advice do you have for new entrepreneurs, specifically when it comes to protecting their IP?
We believe in surrounding ourselves with the right expertise and trusted advisors. Our advice is to seek counsel early, because you don't have to do this alone. IP can feel overwhelming, but IP agents and lawyers help you understand your options, keep you informed and guide you through the process. This support allows you to focus on building your business with peace of mind, knowing your ideas, brand and assets are protected.
Did you access any programs or funding to help you protect your IP?
No, we did not access any specific programs or funding to help us protect our IP.
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