Your brand is one of your most valuable assets and one of the many tools you'll use to engage the market.
From establishing strong brand recognition, to building good-will behind your goods and services, your trademark is the sixth man and often drives how you are seen in the marketplace.
Federally registered trademarks provide notice nation-wide that you are using the mark you are doing business under, which should help reduce the risk of another business using a confusingly similar mark. Trademark defense is a very important and expensive part of protecting your mark — and preventing someone from using your mark in the first place is worth an ounce of cure.