Now… I am the first one to say: Branding and image is not EVERYTHING that is important to make your business succeed HOWEVER… Banding and image do play a large role in the perception of what people think about your business before they even know what you do.
Your Logo: Keep it Simple and Clean – use it on everything and keep it the same. I see so many companies who change their image on every piece of marketing material they pass out. The brochures, postcards, gift cards, rack cards, even their business cards… they all have a different color, look & feel, and variation of their logo. Being sure your “Brand” is consistent in everything you do.
Look & Feel: Modern, Elegant, Edgy, Traditional, Retro, Bright, “Green”… These are all different images that your company can represent. It is very important to also keep these consistent. It is ok to do a themed promotion or ad… however your “look & feel” of your business should always be consistent on your standard marketing materials.
The overall lesson should be that the perception of your business is reality in your prospects minds. If your company is perceived as a good VALUE the reality of your prospect turning into clients is high. Perception starts with Image!