A good brand name should be distinctive, relate to your industry, and easy to remember and spell!
Logos should be memorable! As soon as your clients see it they should instantly be able to connect it to your business!
Brand identity is how you portray yourself to your clients. Everything presented to your clients should make your business easily identifiable. From your website to you packaging.
Your brand promise is your companies core values and mission statement. It should set out how you run your business and treat your clients.