When creating a brand, a key element to consider is typeface & font families. For us, it's important to consider the environments in which typefaces are going to be presented. The elements that go into making a logo, images (that enhance the ethos of brands), illustrations, iconography, materials, paper selection, even the width of a website. All of these things relate to one another & typeface is right there, in the mix.
When we go about choosing a typeface, we're looking for font characteristics, extensions and symbol variation within 'glyphs'. Some letters in some font families can have five or six extensions with differing ligatures, outline, emboldened as well as standard options like italic . Choose a font family with lots of weights & try to stick with one or two master fonts per brand. Sometimes, using the same font as you've used in a logo can work, other times it can weaken a brand, softening the overall impact. It's dependent on font characteristics. See the packaging project here.