If you're IBM and have an advertising budget in the millions, which they do, and can afford to be on national TV 50 times a week, then yes, a logo is helpful. But operating in your target market-you don't need to worry about it. I don't think so. You must have an effective internal and external marketing plan, which is being revised consistently. And of course you must give stellar service.
Photos are less expensive and much easier to produce, too.
Photos on business cards are not new. I've seen a few. Maybe one in a thousand. But I remembered them. And that's just the point.