To begin with it isnt the most important thing and it isnt what people will remember you by.
What you do and how you do it is the most important thing at the beginning.
Saying that… the logo can go a long way. The overall style of the business is also incredibly important but this all needs to show the way in which the business is done. The way in which you go about the business.
Investing in a well designed website is important as that is where people will find you initially.