Brand Design is a team effort – like making movies. Many people should be credited with the creation.

The design of a brand requires serious research and understanding of your customer and prospect needs, examination of what is being offered by your competitors and how those offers are being communicated. Business owners need to answer these questions and provide them in an executable brief to their designers. 

This is the job of your marketing people (in a small business it is the owner) or their marketing agency or consultant.