Serial entrepreneur, founder in sports/fitness. Marketer at heart, advisor and consultant to new or re-organizing businesses.
It really depends on how difficult it would be to rip off your brand and what resources you have to put towards the registration.
Ideally, you'd talk to an IP lawyer who could give you costs for the type of registration you are looking for (process or design patent, copyright, trade secret) and the markets that you intend to enter. A good lawyer can give you the approximate costs and sometimes even a "staged entry" to the different registrations based on how much you can afford.
The second part - what percentage of your resources you can put towards the registration, can only be decided based on what other needs the company has. Development costs, coding, design, etc.
Hopefully that helps start your way down the decision path.