An important decision is whether to register your mark as just the characters themselves or to include the particular look, color, font, or design element. Each has certain protections and advantages.
Registering a mark with just the characters means you protect the word itself, and you can decide on the way it looks later and change it as many times as you want. Another company cannot have a mark with a name confusingly similar to yours, but they could copy the way the mark is displayed.
Alternatively, you could choose to protect the way your mark looks. You are granted protection only to the exact way you register it (not alterations or modifications to the design). Another company cannot have a mark that appears confusingly similar to yours. This kind of protection is best for a logo. This type of mark does offer some protection of the word itself, but not to the extent of a standard character mark.
One question to ask yourself is, "Where is the value in my mark: the word itself or how its displayed?" For more complete protection, it may be worth it to consider registering for both in separate applications.