You can not create your brand so stop wasting your time and money in trying to do so.

Your brand, your identity and your logo are not the same thing.
Each individual element creates the brand that you want to present to your audience.
They don’t not create your brand for you.
You do not decide how your brand is received. Your audience decides this.
They in-turn then pass on how they feel about you and your business to others.
A designer, copywriter, developer, programmer etc can not create your brand for you. All they can do is display how you would like to be represented.
Apple’s brand is strong due to the hordes of people who swear by their products. These people will buy their products whether they are the best products on the market or not. They then blog, discuss, tweet, like and pass on positive affirmation of how good Apple is.
Apple did not, could not create this. Their audience did. And as you are all aware Apple is a good, powerful brand.
To further prove that a person or business branding can only be created by their audience, think of a BAD brand that you have come across (there are many of them, just pick one).
Now. I can guarantee that the business or person you have in mind didn’t think to themselves “oh let me spends all my money and time creating a bad brand”.
Their brand is bad because you and people like you think their brand is bad due to a bad experience you have had with them.
You and people like you voice your bad feelings toward the person or business which can influence other peoples feelings about person or business.
This collection of bad feeling is what dictates that the brand in question is bad.

Why I Think You Need To Understanding This

When setting up an online business one of the first things I was taught was that I needed to brand myself. I am sure you were taught this to.
“Be everywhere, get your brand out to as many people as possible”
This teaching is floored and can lead to you spending all your time and money creating elements and items which result in you being received as a bad brand.
If you are “everywhere” with nothing worthy to offer, A BAD BRAND you will become.
Now that you know your brand is determined by your audience it should be easier for you to create your brand image with them in mind. They are after all the people who will be putting money in your pocket.
Look out for my article on understand logo creation.
Dwayne