Image and perception is everything. You may offer the best service and or product but if your image does not convey a positive and or accurate description of your company you may have problems attempting to sell your service. People make decisions based on either personal experience, word of mouth and or message ads.
A message can be conveyed in many ways, through imagery and or sound. Imagery is the most effective way of conveying a message. Symbols and logos are one of the best ways to describe a message and or an idea.