One thing clients cannot possibly understand is that any business has to be created organically exactly as the construction of any kind of system. And the logo is the basis, the “first brick” of the foundation. The logo is the key-element of an identity. The logo is the one that promotes the brand and that has the strongest impact on the client because it addresses eyesight in the first place and because it’s easy to imprint upon the memory. This is the way an identity is being built up, more precisely by trying to associate the product with the created logo upon the visual memory of the client. A logo coming out abruptly can be afterwards perceived as expensive, high, and difficult to relate to the business. That is why, when starting a business, it’s natural to begin with the logo, as the logo is the one that actually dictates the architecture and the directional lines of the business. The logo does not copy the form of the concept, it completes it. The visual system will include guiding principles concerning the use of color, font, images, style and “little instructions” of using the product.
It’s rather dangerous to start building up the logo after having launched the business because the whole concept of the business can be turned upside down.
Sometimes it occurs as well that when a strong logo has been realized and the business has started, the client may want to spoil the logo just because it doesn’t fit the site or other material supports already existent. When, on the contrary, the logo should change the whole system. And not the other way around.
The most important is for the process to follow a logical development. Otherwise, the logo cannot help the business at well, it can even damage the brand.

See:

1. The 1st wrong myth: “The logo is a Brand”

2. The 2nd wrong myth: the execution is more valuable than the idea