When picturing your favorite brands, odds are excellent that your first thoughts will include signature logo images or slogans, such as the arrow from A to Z that Amazon uses. The reason you instantly think of these identifiers is because companies created a distinct trademark (or just “mark”), and then used it consistently across all their marketing. Formalizing a product or service with a registered mark not only offers necessary legal protection, but it also provides businesses with a surefire visual tool to connect with consumers.

Here’s what you need to know about trademarks and how they can help your business.