It is very rare that such a situation occurs wherein you say a single word and the rest is understood, but in the opposite case it 100% successful. A single picture can make you explain 100 things/points just in one shot. Hence it is wisely said that while designing a logo think of the company symbols that come immediately to your mind, and what they represent to you. It should be unique and to be one that people will remember & should convey an image of your company, and be evocative of its title, personality and products and/or services. Your logo will also go on your website, so colours are important.
The other factors to consider are:
Brand name
The brand name itself is important, it confers an image. The name ought to tie in with the logo. It should attract attention, be easy to remember, and convey the meaning of your products or services.
Slogan
If you decide to have a slogan, it should be unique and catchy and should fit well with the brand name and the logo.
Target audience
Who is your target audience? What are their interests and priorities? Do they tend to be more interested in prices, or in quality, status and fashion? This will help you determine how to position your product in the marketplace.
Advertising and packaging
This depends much on the product, the target audience and the individual situation, but in general, advertising and packaging should be colorful and striking. It must be memorable, engaging and convey a feeling or invoke an emotion
Leveraging your Logo will give you a distinct edge over competitors in your niche. Your overall brand is important, but most brand components are intangibles, your logo is a visible sign, it's the image people will remember and associate with your company.
Once you have a brand, there are a million other things you can do for further promotion. Get into retail and merchandising. Print shirts with your logos, mugs/coasters, caps, etc.
Internal brand elements include the following:
Personality: This relates to the consumer’s description of the brand.
Culture: The social context within which the brand is perceived.
Self-Image: What you feel as a company, what the brand says?
Your brand is very important to your business. Your brand is your business’s personality – it’s all about your packaging, your advertising, your name, your logo – everything that presents your company and products to the world.
While many marketing directors have strategic branding plans in place and know exactly where their corporate, sales, and product and services' strengths and weaknesses fall vis-à-vis their competition, many do not. Additionally, start-up companies may have studied their potential market, but have yet to define the branding component of their marketing efforts, while small businesses frequently have not had the time nor staff to dedicate to these efforts.
