How to convey the character of a company through a logo?

As a newcomer to business, I realize that a logo is not just a picture, but a reflection of the essence of the company. It is very important to me that it looks unique and conveys the character of my business. I don't want something typical that will be forgotten right away. Maybe some of the experienced entrepreneurs can tell me where to start? It would be interesting to know what design elements help make a logo special and memorable. If there are articles or examples that can be useful for a beginner, I would be grateful for advice.