Well, let's work backwards....
Who do you want to be?
How do you demonstrate who you are to your customers?
How are you going to communicate who you are?
OK, just roll with me here... Branding is more about a long-term ever-evolving "brand strategy".
A great logo is essential, but "branding" is action.
To brand, is to make a mark. Branding is active. Thus, the act of branding requires deliberate action. You control how the public perceives you. How you look, act, feel and deliver contributes to the act of branding your company.
So, the big question is... What do you stand for and what is your mission?
And, what is your strategy for building your brand?
Your brand is the mark you make in peoples minds.
If you aren't memorable, your brand is not effective.
According to Entreprenuer.com, once you've defined your brand - here's how to get the word out.
Get a Great Logo
Write down your brand messaging
Integrate your brand
Create a "voice" for your company that reflects your brand
Develop a tagline
Design templates and brand standards for marketing materials
Be true to your brand
For more info on branding check out Entrepreneur.com
I would highly recommend working with a pro to help you through this process, as it's a bit like therapy.
It helps to have an objective and highly skilled professional to guide you through the journey of self discovery of your future persona.
Hope this helps.