Believe it or not, those logos you normally associate with well known companies--the multi-colored peacock feathers of NBC, the famous Apple of Apple--are not logos at all but rather symbols that represent the company's brand.

Got it? Yeah, me either.

That's why we brought in Jaci Russo from the Russo group to try to explain this to us and to try to explain why these logos and symbols are important to the overall branding initiative of a business.

The word logo is actually short for the word logotype, a word that in Greek literally means imprint. If you continue that line of thinking, the only legitimate logos are those that contain stylized letters; CNN, Sony, Samsung are some well-known examples.

Why does it matter to business owners? Click on the 'Play' button below to find out.