Yes it’s important for Brand recognition and awareness and for validating your price points.
BUT… the thing is THIS: If you’re a new or relatively young service-based business, there is no need to create a logo immediately. WHY?
Because your business and brand aren’t ready for a logo. You need to concentrate on getting your brands’ Message and Positioning “out there” and ensuring that you’re being HEARD and SEEN. Ensure that you’re making your market aware of your community and environment – by sharing your Promise – Values & Beliefs and Identity. Aaaand: Creating a solid Brand Marketing Plan with value-added CONTENT!
If you’re a product-based business… you seriously need to research your market-competitors and product BEFORE creating ANY Branding – including a Logo. A product-based business holds many more implications as opposed to a service-based business. You’re looking at Copyrights, Legal Policies, Environmental laws, Consumer rights…the list goes on…and in today’s super-connected social media world, it’s imperative to have your Branding created by professionals who know their shit and ensure that you’re not getting a replica of someone elses’ brand somewhere else in the world. Although it cannot always be avoided a professional definitely researches this.
So … what do you do if you’re a young service-based business who wants a brand? Well, for the beginning stages I recommend using neutral colors like black and white (or similar) with a pop color (just one or two bright colors) to use as accents in your advertising.
Logo’s represent your Soul – represent YOU, and if you’re not 100% sure in YOU and what your WHY in business is and where you want your business to go, then creating a Logo for a directionless business isn’t recommended.