You have one chance to get this right.

A logo is a company’s first introduction to consumers. If designed well, it can pique the interest of the public and invite them to learn more about the company; if not, you’ve just alienated a potential customer base and basically tanked your business.

(We’re kidding – sort of.)

This first impression is your way to immediately communicate ownership over the product(s) you sell or niche you dominate.

Do you offer women’s basketballs with an enhanced grip? Is your financial advice particularly helpful for solopreneurs? Your logo introduces your company as an authority in your professional space from the get-go.

Successful branding is about telling a story that will influence customers’ emotions – plain and simple.

And, while it’s true that logo design is only a part of a company’s brand, it serves as the foundation for the entire narrative on which the brand is built.

Colors, tones, fonts – all of this is determined by the story you’re trying to tell, and your logo sets the stage for this story.

These elements will later translate from your logo onto all of your branding materials – letterheads, business cards, landing pages, you name it – creating a concrete, marketable brand identity.

Dare to be different with your logo, because your company logo tells consumers why your business is unique. Sure, maybe there are 50 other coffee shops in your city, but yours is the only one that’s committed to sustainability, and your green, earthy logo drives that message home.

A well-designed company logo can communicate everything from the company’s background (professional, relaxed, fun) to their mission (entertainment, efficiency, and innovation) through the right icon or proper font.

In other words, your logo is the forum to both convey your values and show consumers why you’re not like your competitors – you’re better.

And, last but not least.

Your logo is the first thing that your audience will look for when they see any communications from your brand. It should be front and center of all your marketing materials such as business cards, flyers, advertisements, etc.

If you don’t have a logo (and one that stands out), then you are missing an opportunity to make your business stick in the minds of your audience.