i know its sounds like horseshit marketing stuff. but do three/four things. write
a mission/vision thing. anything from 3-4 sentences up to half a page. what are you, what will you be. why will customers buy your stuff and not something else? what are other things that make you awesome?
a slogan. thats basically ^^ in ONE sentence or less. try to think of what is important. try to think of what is the ONE thing that differentiates you or that shows why youre the best company.
a name. thats a combination of all ^^ in one/two words. the name should tell customers in a split second what youre all about. they should associate your name with your differentiating features.
+your logo should be the name in visual form, it should trigger the same emotions/lines of thought when someone sees it.
obviously its very hard to make all this perfect. but try to find symbols/analogies that are very short and easy to comprehend. logos, names and slogans should be as simple as possible btw.
BAD QUICK EXAMPLE. your a small clothing company that, idk, wants to make comfy, tall hoodies for chilling after a nice day in the park/beach, whatever.
MISSION/VISION: we want to be the market leader withing 2 years for after-sports relax-hoodies. we are the only brand focusing on the needs of skiers and surfers, enabling them to gain valuable seconds and hours of relaxation before the next wave/powder day breaks. we will also provide unparalleled customer service.
SLOGAN: chill if you can.
(thats actually ["chill" instead of "relax"] the slogan of my home ski resort/town, dont steal a slogan obv), but i like how it in this sense encompasses that its for chilling but also for active people/active environments.
NAME: "SHREDDING HIPPO clothing"
hippos are lazy, social and inherently positive, but shredding means that its also doing crazy stuff all day long. idk if surfers say "shred" tho.
LOGO: wont make one here, just a simple outline of a hippo with some sportive accessory or apparel. simple. two colours including black.
obviously a bad example, but i seriously recommend going this way when trying to find a way. dont start with a logo/name because it sounds cool. let it have some kind of connection with what youre trying to be. sometimes its not possible to have all your communication reflect what you are, but if you try hard and present a logic train of thought, you might be better off in the long run.
after that, do also a short business plan (a bad one is better than no one at all), a SWOT analysis and at least a rough competitor analysis.
sources, i had a specialization on marketing in my bachelors (now finance master tho) classes and have actually started a company and probably have 5 other things planned out.
in all seriousness, i read that 3 times, 1st time i thought what the fuck is he on about, read it again and thought, this fuckbag has to be kidding, read it once more and decided calling you a fuckbag wasnt good enough - sick-as-aids