As a designer, one of the most difficult yet interesting challenges I face is branding development. Whether it is starting from scratch or updating a previous identity... branding can be a real test of skill, patience, and understanding.
I came across a great blog written by Mark McNeilly, found on "Fast Company" about the depth behind finding that real balance between an idea, design and ultimately identity. Here is a link to the blog, "9 Principles for Great Branding by Design."
Enjoy.