A logo should make you instantly recognizable to your target market and memorable to your prospective market. It should evoke an immediate positive reaction regarding the quality of your work and your reputation in the industry.  Your logo is not your brand—it is the face of your brand. Your brand is an intangible; it is the high quality products and services you deliver to your customers or clients and the manner in which you consistently address their needs. Your logo must be strong enough to reflect that quality on sight, and unique enough for customers to be able to identify you by name.

Unless your company is as large and recognizable as Campbell's, Kellogg Company, General Motors or Kentucky Fried Chicken, simply presenting your name alone in block letters or script, or pushing together two or three letters, will not create a logo that will be enough to identify you aggressively in the market. Any "marketing consultant" that charges a fee to claim otherwise is not providing you with a useful analysis of your business.