What do you want to portray most?
Interpreting what a business values most, what they are trying to accomplish with their brand, and how do they want to be seen? Sometimes these things are not as apparent or are hidden within the obvious answer. Searching for commonalities and the root behind what and who you want to be. You could say you want to look a certain way, but that's because of the market you're trying to reach - there is more than one way to accomplish this.