• Consistency in use of your logo, tagline, materials. Repetition of similar elements, used in the same or similar ways, helps people to remember who you are and what you do.

The Catapult Advisors logo icon is used as a watermark across all of their materials, including their website.

• Memorability, so that your logo stays at the forefront of your potential clients' minds. That way, they'll think of you next time they have a need.

A bold logo for The Paradigm Shifts begins to visually tell the story of what these transition coaches do.

• Meaningfulness, so that your logo can spread the message about the distinguishing characteristics of your business.

Totally Tots designs and hand-creates baby blankets and hats, and also sells children's toys online, all of which are shown in their logo.

• Uniqueness, which helps you stand out from the crowd. For example, if everyone in your industry uses a particular symbol (i.e., travel agencies often use globes in their logos), try to use something else – that way, your logo doesn't just look like everyone else's.

Reilly travel agency specializes in Group Travel, and their logo symbolizes bringing together many different people into a single itinerary.

• Professionalism, in the quality of the graphics, the printing and the paper on which your materials are printed.

Stylus Group printed their materials on a thick (100#) paper, and the printing was done by a traditional press process instead of by using a less expensive digital printing option.

• Timelessness in your logo will ensure that you don't have to redesign your logo in just a few years and that your investment and equity in your design will be lasting.

Expansion Consulting's logo design does not speak to a particular time period, and provides them with a look that will work throughout the years.

• Contrast between the colors in your logo – and not just in terms of hue, but in terms of value as well, so that it translates well either to black and white or greyscale and colorblind people are able to see it.

The green accent color used in Jaeger Associates' logo is a vivid contrast to the coffee hues whether the logo is printed in color or black and white.

• Unity among the different elements in the logo. The logo must fit together as a single unit, and not just appear as a jumble of elements pasted together.

The symbol and text in the Crescenda logo are sized to fit together within a bounding square, and all of the elements are appropriately sized to one another.

• Scalability, so that your logo looks equally good on both a business card and on a sign for your business (or a billboard!), and at every size in between. Your business's name should be legible at different logo sizes – be sure that your designer chooses a font that is easily readable.

The Dropwise Essentials logo is used in many sizes in the applications in their custom marketing package—from .75 inches wide on their lip balm labels to several feet wide on their trade show booth banner.

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Erin Ferree is a branding coach, design genius and strategic thinker. She's been told that her right-brain, left-brain combination of creativity and logic is hard to come by... and that it's what small business owners need to be successful. She loves connecting the dots between passion and profit, mixing strategy and inspiration and shaking things up.

She deeply enjoys working with entrepreneurs who want to help more people and look good doing it. Who want all of their branding and marketing to make sense and speak to their ideal clients. And who want an open, honest, inviting brand with integrity - instead of using icky, pushy, sleazy marketing tactics and trickery.

She's branded over 450 small businesses in the last 10 years. She's been published in so many books and periodicals that she stopped counting. She's shared stages with some awesome people - like Michele PW, Linda Hollander, Lisa Cherney, Sheri McConnell and Kelly O'neil.

She also enjoys hugging her corgi-dog Stanley, cooking and throwing parties so her friends can enjoy them.