For logistically minded folks, a logo might not really seem all that important. You’ve got a great business plan and excellent customer service, so why worry about a silly little graphic, right? Wrong.

Think of your logo as the first thing that greets a potential customer. It’s supposed to encompass your brand and plays a huge role in whether or not people feel an instant connection to your business. If your logo looks almost exactly the same as your competition’s, you’ve lost your first shot at standing out. Think about it. When most people (of the non-sommelier variety) are shopping for wine, what’s the deciding factor? The label. Your logo functions in the exact same way. It gives customers something to judge your company on before they really know what you’re capable of.

If you have no idea where to start when it comes to designing a logo, ask yourself these key questions:

Do you have a professional designer who can help you? Head to your local printer to find a designer who can develop a fantastic logo for you. They’ll work with you to develop something that represents your brand well, and their vast knowledge will ensure that the logo is ideal for different kinds of media.

What do you want to customers to associate your business with? Are there certain values or feelings that are at the core of your company? Make them the central theme of your logo.

What makes you different from the competition? This can be in terms of service or, more simply, design. If you offer something unique, try to figure out a way to incorporate it into the logo. And if everyone in your market is using the same items/colors/typefaces in their logos, make sure you do something totally different. Just because it’s used often doesn’t mean that it’s effective.

What do you want customers to remember about your business? Logos are more likely to stick in people’s minds than a longform educational pamphlet on your services. If all they can remember about your brand is your logo, what does that visual need to convey?