The short answer is no.
People want to do business with people. The whole point of entering the social networking realm is to make personal connections and build your business. While brand recognition is important, it is not as important as connecting with your customers and prospective customers.
When I look at a Facebook profile and see a business name, I feel like the person behind the page is hiding behind their logo. It does not convey that trusting feeling that would make me jump to do business with you.
My advice is to create a personal profile and then create a page or a group around your business or products and services. You are not your business. You have other interests that you can share with your customers. You can tell by my profile that I like snowmobiling, own a motorcycle, have kids, etc… That makes me “human” to the people who will approach me for web consulting. If I solely focused on NewWard then many of the connections I have made would have never come to fruition.
Be you first – sell second and always be genuine.
Who are you online?