It is said that image is everything, and for successful businesses today- that's the truth. Consumers buy from those they trust, recognize and have a affinity toward. Your logo, your brand creates that feeling or impression which gives your clients security and comfort when they choose to spend their time and money in your establishment.
Carefully monitor how your brand is portrayed, create standards of use of your logo- is it allowed in any color, on any item. Many companies have established a rule- if it, their logo or brand is reproduced in color, it has to be accurate to the original version. Any uses outside of the full reproduction are run in a one color format, i.e., all white, all black or all the color of choice.
For example the NDS logo above is a three color product, black, purple and silver or grey. It is either run in that combination or all of one color.
A decision for brand consistency will help create the image you want and avoid any non-verbal confusion in your customers mind.
Remember, "branding is who you are!"