To attract more clients. Some clients look for a well-defined company, and "look and feel" may be one of their criteria in making a purchasing decision.

To brand yourself. If you are a consultant, you need a logo in order to build an image and a brand that is bigger than your individual identity.

To convey that you are established. A logo and professionally-printed materials show that you are committed to both your business and your clients.

To give clients a sense of stability. You may not have been in business "since 1908," but if you have invested in an identity, you are much less likely to fold in the eyes of your customers. It goes a long way toward building that all-important "trust."

To be more memorable. Forty percent of people better remember what they see than what they hear or read. So having graphics associated with your business and having consistent graphics on your business materials make you more likely to come to the forefront of potential clients' minds when they have a need for your goods or services.

To stand out in your field. A well-designed logo and an identity system can put you far above the competition, especially if they are paired with a strong marketing program.

To comply with expectations. In some industries, a logo is just expected. In the creative services industry especially, having a logo is an industry standard.

To show your commitment and for the sense of personal pride it will add to your practice. In other words, do it for yourself.