Branding has its own unique unspoken language. To be specific, visual branding can help you communicate your message to your target audience. If your goal is to create an image as an innovative company, your graphic design elements must reflect innovation. If your goal is to communicate a dedication to customer service, friendly staff images could be used to visually reflect that.
Oh my! Your logo is only part of your total identity—however it is the foundation that all other collateral and deliverables are built around. Whether you need to create a new logo or refresh an exisiting one, it's important to also define a typeface guide and color palette to complete your business personality.