It is always better to do something right from the start than to fix potentially costly mistakes later. This is particularly true with company brands. Choosing a brand and beginning the process of protection should be part of the planning and preparation before the business opens its doors.

Almost any good or service that can be purchased is related to a trademark. A trademark, or "mark," is a word, graphic design, combination of both, packaging, or unique locale decoration consumers use to identify the source of goods or services. The thoughts that come to mind when you think of these marks are the goodwill that you have in the mark or, in other words, why you will or will not buy the product or service in the future. This ability to relate with the consumer's goodwill for your goods or services and to help them distinguish your product from that of others makes trademarks very valuable in modern commerce.