ALTHOUGH a company's brand goes a lot deeper than the corporate logo, this visual element of your brand speaks volumes when it comes to communicating your image.

If there is no obvious difference between the products or services your company offers compared to your competitors, especially those with similar pricing, a strong logo will attract more customers to your brand than an unfamiliar one.

So how do you capture and communicate this strength? Many elements of marketing are visual and concerned with image. Your logo is no exception.

A logo should reflect your company’s values and personality and must mean something to your customers. In other words, can they relate to it and does it convey a message about your offerings?

Colours and fonts all play a significant part in creating a strong logo that’s also relevant to your business. A logo that catches the public eye and imagination sends a subliminal message about your company’s image, and indelibly imprints the logo in the consumer’s memory.

Many companies invest time in creating a good logo but don’t maximise its potential. Use your logo at every reasonable opportunity to reinforce your profile wherever possible.

Online – display your logo in prominent positions on your website and social media sites. Uniforms – even if your company doesn't have a uniform, consider name badges containing your logo. These can also be worn at events such as networking to raise your company profile.

Communications – everything from stationery and emails to advertising and PR activities are an opportunity to showcase your brand.

Physical premises – have your logo displayed prominently internally in reception areas as well as externally.

Company vehicles – have your cars and vans promote your brand while they go about their daily business.

Keeping your brand visible, strong and focused can set you apart from your competition. Work on it, and it will work for you.