It is not a pre-condition for filing an application that the mark is actually in use, or even that it has been used in the course of trade prior to the application.

If the mark has not been in used before, the applicant must have a bona fide intention to use it and the application form must contain a statement by the applicant that the mark is either in use or there is a genuine intention to use it.

Therefore, you may wish to register the mark before your product or service is launched.