First, start with what value you want to communicate as the foundation for your brand. Your brand is not just a logo, but a collection of customer experiences and the culture associated with your business that you need to communicate. Your website’s design, social media impressions, what your representatives to the customer experience wear, your customer meeting room’s decor, your voicemail greeting, customer service, and the impact of all of those elements contribute to your brand. Your logo is the symbol that represents the perceptions of who you are as a company.
Provide a summary of the above to your branding expert. That will help them be spot-on with the logo and brand to represent your company as well as reduce the costs of rework. It’s best for all to be engaged and on the same page with a guide to communicating the vision for your brand.