I need help defining what pain points do logo design solve

Recently I've been trying to reposition myself in the logo design aspect trying to figure out what pain does it solves for clients, but it's not a widely covered topic, or at least I couldn't find anything online. There are two major types of clients: those that don't want or have nay motivation in investing on any kind of branding, and those who are aware of the problem. These are two types of clients that need completely different types of communications, because you can't sell a solution to someone who d