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(inspiring music) - A business brand is more than just its trademark. Its really a reflection of its values, its employees, and its customers perception of its products and services. But the main way that a business communicates about its brand to its customers is through brand names and logos and slogans, which become trademarks. And of course, which I advocate, should be registered trademarks. If you look at my bold brand scoresheet, you can see that to be a successful brand from a trademark and marketing and legal perspective, Ive created this scoresheet, and the name not only needs to be creative, but it needs to be protected, and it needs to meet a few other criteria to make sure that your brand is living up to the power of its potential. (inspiring music)