In any sense, the design of a logo for your business is critical. It needs to be considered, researched, universally adaptable and definable by your core market. With these elements, your logo will become your 'Brand'. This is the critical part, without the before mentioned aspects of consideration, your 'brand' will be ...weak
Perhaps the first consideration is "what is a brand?". A business brand stems from its Logo, its Identity. This is why a logo design is absolutely critical. Well used terms like 'this is what your customers/clients first judge you by' is absolutely true. Essentially, this is why large companies spend a fortune initially on their logo, then follow that with the marketing of their Brand...
What is it and why do you need it? These days, with the advent and popularity of 'devices', a website is no longer just the domain of the Desktop Computer. Laptops, Tablets, iPads and Mobile Phones are all too commonplace and are rapidly becoming a first stop for site browsing. You really need to be onboard with this design ethic, and now!
So what does this mean in relation to a brand? Simply put, it is how your brand fits across sundry elements or uses, and how those element or uses, fit together to form a cohesive bigger picture. Perhaps Telstra is an excellent example of branding synergy. From products, to corporate logos, signage, website, stores, vehicles on the road, advertising and so on. The strategy they have in place is extremely good.