You may have seen my Instagram post about wanting to find some peace of mind this year. Part of that journey revolves around finishing The Power of Now: A Guide to Spiritual Enlightenment.

Well, I have a confession to make. Any attempts of holding myself accountable with that public resolution proclamation have failed; I haven’t picked up the book since I posted the photo.

I have good reason. I’m reading my first Stephen King novel. A copy of King’s IT made its way into our home this Christmas, as sort of a silly Christmas gag. Since it’s here, I decided, “why not?”

Surprisingly, while I was reading last night I came across a passage about branding. Leave it to Stephen King to perfectly capture the importance of a logo.

[Bill Denbrough] sends it out to Viking Press, knowing it will be the first of many stops for the book, which is about ghosts… but he likes Viking’s ship logo, and that makes it as good a place to start as any.”

If you own a small business, or are thinking about starting something new, remember that your next customer, or your next client, will see your logo first.

While a lot has changed in marketing and advertising since King wrote these words in the early 1980’s, this has not.

Your logo is your business’s first impression. Your brand is built behind this mark, and your next customer is passing judgement on the quality of your service or product based on the logo on your Facebook page, your storefront, or your website.

I leave you with this scary question, fit for a small business horror story: Is your logo holding your business back? How many customers have you scared away because your logo screams all the wrong things?

There’s no time like the NOW to invest in your visual identity.