When thinking about the concept of branding, the thought would be obscure without a logo, which stands out as the peculiar identity of the business. Every positive or negative experience is tagged immediately to the brand by mere recognition of the Logo. This imagery is what customers retain from their experience as either a trust worthy brand or not.
Large corporations such as Google, Apple, Skype and the likes have a special signatory logo which has been maintained since its very inception. Your choice of branding also does matter, as it can pave way for your business. As a business owner you would need a visual element that helps customers identify you anywhere and on any form of product or service you deal in.