Map it out. Before talking design and color chooses you what to see on your new Company Brand and Logo, it's a good idea to have a road map. Create a mission statement that encompasses your message and reference it often. Without a clear direction, your company's purpose can be diluted. Having a strong, clear statement gives your company distinction and purpose within the marketplace.
See what is already out there, do the research. Look up brand strategies and compare notes not only with your competitors, but a variety of other successful brands accross industry lines. This will also stop your company from developing a brand and logo that might be too similar to that of your competitors.
Make sure it's readable. A logo that reproduces well on various marketing materials is key to the success of your company's brand message. Can your logo be cost-effectively reproduced as a monogram? The right strategically designed logo should communicate your company's brand equally well on a matchbook and a billboard. If your logo is overly complex with multiple graphic effects, you've likely missed the mark.
Thinking inside the box can be good. Be innovative but most importantly be consistent. At times it can be difficult for a company to see the forest for the trees. Your company staff or management team may feel that the company's branding seems redundant, but to an outside consumer it comes across as familiar. We all know familiarity gains trust, then loyalty.