Think Before You Engage: 100 Questions to Ask Before Starting a Social Media Marketing Campaign

18. Is a Logo Important?

Logos can be either graphic or text-based, or a combination of both. Although many consider logos important in terms of being recognizable, the more important idea is that our brand is recognizable, period. If you feel that your brand can make a greater impact and impression by creating a graphic to represent it, then the answer to this question would be “absolutely yes.” Some brands that rely on solo graphics to represent them include Target, McDonalds, or Starbucks.

If the name of your brand is already one that stands out or makes an impact, then a graphical logo becomes less important. Some brands that are great examples of this are The New York Times, Gap, Sprite, and Mashable. In other situations, a combined graphic and text logo makes sense. Some brands can achieve this by using unique fonts, such as Facebook, Twitter, or Virgin Airlines.

On social networking websites, because the use of an avatar is available, using a business name for a username can be sufficient. The avatar, or image to represent the account, should be reserved for an actual person's image. This gives the social network profile personality and other people will feel like they are communicating, interacting, and engaging with actual people.

On a website, the use of a logo (graphic, textual, or both) can be important because it truly represents the overall brand. For a 30-person business, ...