Now that you have the basics down, I suggest that you seek out the help of a professional. If you can afford a marketing team great, if not at least invest in a graphic artist to create a logo which can be utilized on everything that leaves your office.  Whether you spend a little or a lot on professionals, at the end of the day you will be the person signing off on the designs so make sure they meet the following criteria:

The message is in alignment with your core business values.
The message is clear, engaging, unique, and relevant to your target audience.
The message clearly evokes an element of positive emotional attachment.
The artwork and symbolism is echoed within your business, internally and externally
There is a plan to consistently utilize the new branding across multiple marketing and advertising mediums (print, online presence, etc).
The Branding is capable of adapting to a changing marketplace. 
 

Once you have successfully decided on the proper branding it is imperative that all levels of your business utilize the branding and at all times and uphold the ideals portrayed in the branding.  You can pay hundreds of thousands of dollars for brilliant branding, but if you can't deliver on the promise of the branding it will be wasted money.