Such a great question, Todd.
Brand values and personality are high on my list. Having a unique brand so customers know you and you stand out from your competitors is so important. From a protection perspective, there are wonderful brands created, but often the next step of owning and protecting it is not taken. If you had worked hard earning a great reputation and recognition and then got into a battle with a competitor because you didn’t own the brand by trademarking it how much time, energy and money would you waste! The value of the brand created should be formalised by the trademark process for peace of mind.