Mission, vision and values of the new brand

Whats the image of this new brand? How it will differenciate itself from the competitors? Is it friendly and sociable? Professional or efficient? Imposing or discreet?

What brand values would you like to be considered when designing the logo? Some examples: trust, quality, profesionalism, simplicity, integrity, creativity, originality, happiness, friendship, ingenuity, passion, loyalty, power, etc.