You get three seconds. No more. Your eyes scan whatever is in front of you and your brain matches the image to your memories. If theres a match the brain says, "Oh yeah, I get that..." The whole process takes three seconds. If it takes longer the brain simply moves on to the next thought and the eyes look elsewhere.

You better have a really memorable logo. You better have really consistent looking marketing materials. You better get them out in the marketplace every way you can. Otherwise you will be unrecognizable.

You don't want to keep someone's brain waiting... do you?