We went the whole route... We registered our business "BluePhaze Creations LLC", then filed our fictitious/"Doing Business As" name "BluePhaze Creations". Since you can't Trademark the name of a business you have to trademark the fictitious name, again in our case this is "BluePhaze Creations". The trademark is to protect anything used to represent your company in commerce including aliases, names, logos... but not actual products. The law on trademarks has recently changed (I work at a law firm specializing in this stuff, though I am not a lawyer so take it for what it's worth), currently the new law states the first person/company to file for the trademark is the one who get's it. This is different from the past where the first person who used it publicly (before filing officially) was the one who got to keep it.
Products is where the copyright comes in. Copyrights protect your products themselves and there are different categories. Copyrights are much cheaper than trademarks but protect only a specific creation.
You get an automatic (Common Law) trademark on any branding that you use publicly (As long as nobody else is not already using it in the same or similar line of business), and automatic copyright on any creation you make that is not a copy of someone else's existing work. However, it is harder to prove these in court than it is with a federally registered trademark or copyright. Also, under the law (U.S. Law - I don't know about other countries) being officially registered with the government gives you an automatic minimum reward for damages if you do go to court with someone trying to use your property of around $100,000. I don't remember if this is for copyrights or trademarks, but hell, it is worth it if you ever need it.
Anyway, that is just what I have picked up this year since forming our company, etc... just my 2 cents... take it for what it's worth :)