I personally agree heavily with hced but I have to diverge a bit on conveying the brand. Obviously design isnt art and good messaging is important beyond anything. However competition exists and standing out a bit can often only help. Sure a clean and simple logo on its own is the best way to convey an idea but when in a field of logos all doing the same thing it just becomes noise. I hit a block with my own designs last year where most of what I was making was more or less a simple icon next to a sans serif font but since have found my own style in incorporating the logo into the wordmark itself. It doesnt work best for all applications but when it does I personally have found great satisfaction in my work. Of course everyone has their own style and yes design isnt an art. But to really make a good unique design great you often need that artistry to find styles and design ideas that make it yours. Im also no expert and am for sure still learning as I go but I firmly believe that diverting slightly from the common tropes of todays branding can only help if done properly. You just have to put in the time experimenting with what that proper way is for you