A brand is meant to distinguish your business from others - but, your brand is only as strong as it is unique.
Registering intellectual property is one tool that can help protect your uniqueness. But, to ensure that you have the broadest protection possible, an integrated brand strategy should include:
searching new product names, slogans, and logos before implementation;
monitoring the marketplace on an ongoing basis; and
dealing with copycats as they arise.
If your customers can't distinguish your products and services from your competitors', your brand isn't working for you.