Knowing what you have to sell to the consumers

In order to achieve a trademark that fulfills its purpose its important that you know what your business has to offer to the consumers. Once you have understood what the consumers are gaining from your business, whether its in form of products or services you will be able to create a trademark that complements the business. As a US trademark registration service gaining trademark rights is going to be an important part of your business. Which is going to help you protect your business against copies and stealing of intellectual property. How important do you think it is to know what the consumers are gaining from the business to create a trademark?