You can have a great brand without a logo, but visuals can help tell your story and create immediate recognition of your product and company.

There's risk in developing a brand's look and feel, and risk in changing it once it's established. Proceed with care to make sure the visuals say what you want them to. You'll be living with them for a long time.

Hire a professional to design your logo or nameplate. Clearly communicate the message and image you wish to convey. Ask the designer to provide several possible interpretations.

Before you sign off, ask colleagues and friends to give their opinion. If possible, pull together informal focus groups with the same demographics as your key customers. A new logo that looks hip to you may seem pass to them. Don't guess -- find out what message your proposed visuals convey.

Along with the logo you may also choose a specific color, typeface and slogan. These should be used in all marketing activities, banners, signage, ads, packaging, your Web site and collateral materials such as stationary and brochures. Display your logo prominently and attractively on everything connected with the company or product. Once you have a look that works, keep it consistent, and don't allow employees or distributors to modify it.