All those iconic taglines, the logos. They seem obvious to us now. But that's after hundreds (probably thousands) of hours of head scratching and research. And enough crumpled paper to make a forest.
Brands don't start and stop with a cool logo. Think of your favorite brand. Why do you like it? That's because it meets more than a cool factor. Your brand should reflect the core tenets of what you offer and resonate with those buying your product.