Ask yourself "What is your ultimate goal for the company ?

Do you plan on building a company to sell? Would you like to take your company public someday? Do you intend to be a global company?

For example, even if you plan on being U.S. based for a while, if you want to go global, you need to consider trademarking your companies name and logo in a few countries right from the start. You will then have the rights to use it anywhere in the world after you have become a huge success. Or, if someone wants to buy you, you can say you already have your company lined up to expand into more markets around the world!