Most large companies already have an image established. But all businesses, big or small should adopt an image and work with it consistently. Your web site should reflect that image. Many companies are easily recognized at a glance due to its advertising slogan or logo, etc. These should also be incorporated into the web site.
Many small businesses use wordmarks instead of logos to make their company name easily recognizable.
A wordmark is the way a company name or phrase is consistently displayed. This is the most expensive method, but is also the most easily recognizable and easy for your audience to remember. Keep in mind that if you require your web site next week, you must have your homework done . Some web sites have information that changes daily, weekly, monthly, etc. Some web sites rarely change the present content, but keep expanding with new information.