One of the most important aspects I make sure to go over with all clients pertaining to getting a trademark is being distinctive. Trademarks that are strong and unique stand out among competitors, and also offer a more comprehensive upper hand once challenged in the courts. As opposed to terms that are generic or descriptive, which may be difficult to register and defend, unique words, symbols or phrases that capture the essence of the brand without directly describing it. As an example, coined or suggestive names (those that hint at something about the brand, but do not outright say it) tend to make great trademarks. I advise my clients to think out of the box and derive a name which is catchy but at the same time not common (as per similar businesses) related to their business nature. Finally, I emphasize that we need to research extensively to ensure no conflict with any existing trademark and avoid expensive litigation in the future. In other words, a strong but intelligent trademark does not only serve to fortify brand presence, it lays the groundwork for growth and protection for years to come.