Before designing a logo or branding we should understand the business theme properly. Indeed, a logo has a big impact on how your customers will perceive your brand. Some key points we should keep in mind while designing a logo. Those are
There’s also readability and legibility, suitability to various printing processes, trademarking issues, expansion of personality into a broader visual identity regarding collateral materials or secondary visual identity elements, timeliness, cultural associations, aesthetics, budgets, style guidelines, lifespan, client objectives, usage for different mediums, etc.
And as @Loulou mentioned, target audience engagement and differentiation from competitors.
If I thought about this for a few minutes, the list could easily grow three times longer.