First of all, your branding is more than just your logo. Branding is the perception that people have about your business, for that reason you can recognize some companies even without seeing their name or logo. So taking your company logo and adding it to a random picture or marketing piece is not enough to communicate your company`s message.
You brand identity is a detailed combination of images, typefaces and colors that need to communicate the same IDEA or FEELING. Your message must be consistent and all your marketing communication should be more congruent.
It is always important to bring new and refreshing elements through your marketing, so you can occasionally change some visual elements, but they must remain relevant and related to the product or service you offer. You can change typefaces and shapes sometimes, but you must always reflect your corporate culture and transmit the emotions you want your customer to feel.
Big brands don`t change much in the way they present their products and services, and when they do, they have a good reason for doing so. In simple terms, your branding is what differentiates you from the competition. It might be a certain design, a type of approach towards society and the clients or a certain policy. Brands usually communicate their message through names, terms, designs or symbols, basically everything that leaves the company.
What happens when you remove the logo? It depends on how good your branding is. If you have not spent enough time creating a strong message, removing the logo will be comparable to disaster, because your logo has been the only way the consumers were used to recognize your business.
As a business owner you need to create a brand that communicates your message through a certain line of illustrations, colors and feelings that are repeatedly conveyed through your stationery and marketing material. The logo is really important and it is there to remind everyone who`s taking responsibility for the message, in other words, your logo is your business signature and it should be supported by the branding to communicate the message.