Your logo helps customers find you. Brand identity and logos help your business get your message to potential customers. Awareness is important in building a strong customer base.A logo that stands out is critical for your companies success. Customers consider your logo when they are considering who to give their business to. A memorable logo gives you an advantage over your competition. As a consumer, I want a logo to tell me that my expectation are going to be exceeded, OK, maybe just getting what I want?! Yes, a good logo should convey confidence.