It is one of the many important, yet neglected elements for small and medium businesses. People are exposed to way too many concepts and ideas on a daily basis. Obviously one cannot remember them all. Your company's logo should, therefore, be one that leaves a mark.
However, it is all too common to find companies that either do not have a logo or do not put their logo on all of their promotional and advertising materials. At times companies do have a logo but don't use it as an identity, their colors have variations, shapes sizes are not maintained. This is where a professional logo designing company becomes imperative.