How to create a brand logo?

In the world of business and branding, the logo is often the first and most enduring impression a company makes on its audience. But how does one go about creating a brand logo that is both memorable and representative of the company's values? Is it a matter of hiring a professional designer, or can it be done DIY? What are the key elements that should be considered in the design process? Color choice, font style, imagery - how do these factors contribute to the overall impact of a logo? And how does one ensure that the logo resonates with the target audience? These are just some of the questions that arise when considering how to create a brand logo.