The Maestro Project

Here is an estimate time line to help me get organized.
I have had a sit down with my clients and I know what they're looking for. As they've already said, their aim is to promote the concept of steam cooking through their product. Some other points were brought up too, which I shall put into my mood board, but for now I am researching a bit more on branding.
What do designers have to say about branding, how do they go about it? How DO concepts work? What do you look for?

So many questions and I have my work cut out for me. To the books!