Branding Strategy: Key Questions Your Startup Should Consider

When building your brand, your company should consider the following questions:

1. What products/services are you going to use with the brand?
   Consider the kinds of products or services you intend to offer with your trademark over the next two or three years, since it will take some time to complete the trademark registration process in certain countries. Remember, you don't need to commercially use a brand to file, as long as you intend to use it in the future. Generally speaking, your rights are only as broad as the description of products and services claimed in your application.
2. Where do you expect to sell this product/service (i.e., worldwide, US, EU)?
   Keep in mind that a majority of countries have first-to-file trademark priority systems, meaning that trademark rights arise from registration, not use. File early and often, and if budget permits, consider filing in jurisdictions where you plan to do business.