You’ve done it! Developed an online store, connected a YouTube channel, developed an app. You’ve lined up some investors and developed great content and merchandise. And you are working on developing a cool brand identity that will help you quickly monetize your hard work. Trademark protection is critical in establishing long-term protectable rights in the brand you choose. A brand identity comprises the name, trademark, logo, slogan and other indicia of the brand, such as color scheme (collectively, the brand). Most of this is protectable under trademark law in every country and jurisdiction.

Developing and protecting your online brand: tips for the new entrepreneur (wipo.int)