Your brand should be visible in the marketplace — not invisible. You want to have a instantly, easily recognizable brand identity that appears on all of your materials — and that those materials need to be as far-reaching as possible. 

To create strong visibility, create an outstanding logo that is eye-catching. Visual simplicity can also improve visibility, but don't sacrifice visual interest in order to achieve simplicity. Expand the visible portion of your brand by adding more graphics to your arsenal in the form of a Visual Vocabulary — all of the other brand elements that support your logo, like backgrounds, an extended color palette, and tagline styling. Distribute your printed materials widely, generously and frequently. Make sure that you get a good search engine ranking and quality inbound links for your website.