It is important to select/design a font that tells the brand you are selling. I believe fonts can bring “feel” about a product/service without the presence of images. Refer to the logos and fonts they use. Can you tell what brands are they?
They are actually the fonts/typeface of (in order) Coca-Cola, Google, Disney, and McDonald’s. Sometimes, the color of the fonts does help identifying the brand, but the originality of the font does contribute a major part to brand recognition.