If your product/service describes exactly what you do, your potential clients will not have to actually know you to understand your business. They know exactly what to expect, for instance, if your trademark’s name includes “ice cream”, “photo services” or “legal services”.
However, we highly recommend you try to find a name which is strong enough to be protected at the Trademark’s Office and that is not the case of descriptive marks. There is the chance that they will reject the application due to its descriptiveness.
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