An image is much more than a logo. It's how your customers come to associate their needs with you, the provider of those needs. And it's imperative that your image attracts the specific audiences whose attention you seek to capture. How customers feel about your products and services is the result of how effectively you appeal to all of their senses. Graphic design is only the beginning. You've got an entire image to put out there! And you may not need a full-time employee to help you develop and maintain it.