Hi! I'm Humberto Valle, serial entrepreneur/international coach and MBA.

The order itself doesn't matter. Why you want to do first is test the brand value with your market. See how well they engage with:
1. Lifestyle proposition
2. Design & Color
3. Copy (wording if you have words or phrase in your logo and branding)

Propose that value to your market along with your product, how well does that engage? Often times the logos suck just on design or copy and often too they just promote the wrong sense of value nothing in relation to the product or mission of the company.

A logo or brand itself can be associated with literally anything you want- once you spend a ton of money and resources in marketing this brand alongside a product. The Nike logo could of been for a dishwasher but due to ton of marketing the logo grew in value as it piggy backed the success of the shoe wear. Now the logo in itself it worth millions if not billions. The key is to realize that a logo doesn't make a brand, the lifestyle and community it brings together does. If you're bootstrapping it, hold on to this as it can be pricey and distract you from what matters at the beginning.

Happy 'Trepping

Humberto Valle
www.Unthink.me