I'm sure you've heard the term “brand” many times in your travels, but what does it mean? A spiffy-looking logo with a catchy tagline? A nicely designed website? Not quite.

Beyond the Logo

A logo is definitely essential and its value shouldn't be underestimated. Your logo acts as the face of your business, which makes you recognizable to the world. Investing in a quality logo can work wonders in terms of elevating or refocusing your audience's perception of your brand. Ideally your logo will be distinct and memorable, but it can't do all the work. The real job of a logo is to set the stage for the rest of what's to come.