A logo the first thing you normally notice about a brand, and if the brand is the personality, the logo could be seen as the face of that brand.
Branding is not only your logo but also your business name. Great names evoke intrigue, savvy and class, and tell customers a lot about who you are. When you begin the branding process, think first about your name. Next, envision an image that works with that name. Finally, create a byline, which is a short sentence that describes who you are or what you stand for.
Your brand is more than a series of words; it is your corporate identity. Your name and logo should tell people who have never been to your establishment something about you.
Your brand should be strong enough to convey a message and a feeling in an instant.
When you run a small newspaper ad, besides a Website, phone number and address, your logo may be all someone has by which to judge your business. If your logo looks professional, it alone may be the reason that someone decides to visit your coffee establishment for the first time.
If you have a great logo and brand, you can add another profit center to your business by selling retail items. The sale of retail merchandise can put additional dollars in your till each and every day if your brand is visually appealing and cool.