If you intend to use a trademark, it is a good idea to register it. However, some basic rights in a mark can be established through legitimate use of the mark in commerce.

Valid trademarks, whether registered or unregistered, give the owner the exclusive right to use the mark, and prevent others from using confusingly similar marks associated with the same good or service.

Registered trademark holders typically enjoy more rights and greater protections. For example, rights in an unregistered mark are ordinarily limited to the geographic area where the mark is used, while registered marks usually enjoy nationwide protection.
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Registered trademarks can be more successfully enforced. Registered trademark holders are also generally entitled to a presumption that they own the trademark and that their trademark is in fact valid.

The USPTO only registers marks that are distinctive. Distinctiveness has a special meaning within the realm of trademark law, but generally speaking, the USPTO is likely to register marks that are unique, creative, and not merely descriptive of the good being sold. The name Xerox® is an example of a unique, creative mark which was invented solely to identify the company and it’s goods.
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On the other hand, the USPTO is likely to reject applications for marks that are merely descriptive of the good or service being sold. For instance, a company that sells heavy duty tires would face difficulty attempting to trademark “Heavy-Tread Tires,” since the name is clearly descriptive of the heavy duty tires being sold.
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There are circumstances where the USPTO may still register names which might be considered descriptive, so it is important to talk to an attorney to discuss your options. For instance, some descriptive marks may be registered if the mark is so well known in the marketplace that it has developed “secondary meaning,” as being associated with the relevant goods or services.