1. Trademarked consumer brand wanting Gmail checkmark
Who: A DTC brand with a registered wordmark/logo.
Task: Choose certificate type before finance pays an annual CA fee.
Steps: Select trademark yes + checkmark goal. Follow VMC path; prepare SVG; enforce DMARC; apply to CA.
Result: Path badge Prefer VMC. Failure avoided: buying CMC then discovering checkmark expectations unmet.
2. Startup logo live 18 months, trademark pending
Who: Series A company with logo on marketing site since last year.
Task: Show BIMI logo this quarter while trademark office finishes.
Steps: Trademark no, prior-use yes, goal fast → CMC candidate; schedule VMC upgrade.
Result: CMC now path with upgrade note. Failure avoided: waiting idle with enforced DMARC and no mark cert.
3. Brand-new mark, no public history
Who: Rebrand launching next month.
Task: Decide whether to buy any mark certificate now.
Steps: Trademark no, prior-use no → not ready; start filing + publish logo; finish DMARC/SVG.
Result: Warn path. Failure avoided: paying a CA with rejected evidence.
Shared closing note: Treat each scenario as a rehearsal for release week. Copy the checklist path into your ticket, assign an owner for every checkbox, and re-read the live official page the morning you ship. Static text here can lag issuer or regulator wording.