Yes, you can buy a logo for $99, or have your nephew draw something for a six-pack. That's fine if you're expecting to stay a small business that attracts customers strictly on the strength of your product, service, or sales tactics. For everyone else that wants to build an empire, at some point you need to invest in the brand that will ultimately do the heavy lifting, conveying your message to customers old and new with the briefest of interactions: a glance at your precision-crafted, professionally designed logo.