That's why it's crucial to design logos as reflections of a company's brand. Put simply, brand is the promise that you keep, and a company has to keep its promise. Brand provides a common focus and a solid structure to do just that. It is how a company acts and what it does and says. It is essential for a company to actually live a brand and demonstrate that external brand images are true reflections of the company they represent.
Brand goes far beyond a logo, but a logo is a vital piece of a brand's manifestation.
The first step that a brand-based design firm goes through is to understand the brand principle, or the compass for all company actions and communications. The firm must also surface personality, a brand's public face. It's how a company communicates. Brand-based designers should also know the company's mission, its values and its story. This is where logo design should begin.