Let’s get a few things straight: your logo is not your brand. Your brand is the experience and perception people have of your company. Branding is the actions taken to build your brand (strategy). And a brand identity is the tangible expressions of your brand (logo, typography, colors, etc).
A logo is a combination of text and imagery that tells people the name of your small business and creates a visual symbol that represents your vision. It’s a big part of your brand identity (what people will see). Your logo is the visual foundation of your brand identity.
A good logo is memorable, differentiates you from everyone else, and fosters brand loyalty. A well-designed logo builds trust and get’s people to stick around. It tells potential clients who you are, what you do, and how that benefits them. It communicates to people with no prior knowledge or experience with your business that you do great work.
If your logo looks unprofessional, people will undoubtedly question how well you’re able to deliver your products and services. Have you ever hit the back button or chose one company over another simply because they look more legit? People make snap judgments and poor design makes people leave.
It’s important to keep your logo simple so it works across multiple media platforms and is effective at any size.