Every brand or product needs distinct and clear visual aids that would set it apart from the crowd. Logo, website, some video content, even the lettering — there's nothing that may be neglected if success is what you need.
Before letting your creativity fly high, you DO have to mull over all the details of your future visuals. What idea do you wanna put in your brand? What reputation do you want to earn later? Who is your client, and what he or she may need? What niche do you plan to overtake? So many questions may definitely cause strong headache, but in this case giving in to this headache is the worst thing to do.
Working on visual aids of your brand may turn out a real disaster and even a curse, especially when the result you get is too far away from what was actually meant. But no panic! If you realize that something (well, ok, everything) went wrong, you still can improve it, or (probably, a better variant then trying to save something hopelessly bad) try to make a new better one.
Real trouble start when you don't get that everything's bad, and let this see the broad masses…
Diagnosis: ambiguous logo