It depends on your business. If you feel that your company name, logo, and / or slogan are worth protecting then you’re not alone. Because a company name is so important for consumer recognition, many businesses choose to trademark their name (and sometimes logo) at the same time of incorporating. After all, it’s an important step during formation to see if your proposed company name is already trademarked. If it’s available then it definitely makes sense to trademark in the beginning. The cost for doing so is affordable too - which makes it even more of a reason to register.