One of the most critical decisions you must make in the early stages of your business is picking a trademark that will be effective and work well to promote your brand. How do you decide what your trademark is going to be? The first step is to pick your brand name. You may have a logo, you may have a tagline, but you need to decide on the name of your product or service. You should consider that your trademark is distinctive, both from a legal point of view, and from a marketing point of view. You do not want your product or service to be confused with any others.