Design Process
Each designer works in their own way, so the process by which each person reaches their final product(s) will always differ slightly. I don't know that there's any one "right" way to develop a brand/branding, but for me, personally, after some preliminary questions I have for a client, it always begins with sketching. These usually begin as very loose freeform ideas/shapes, etc., and are revised, erased, cleaned up, and eventually get to a point where they begin to form the beginnings of a brand and logo identity.