To get an idea of what companies you're up against, it will help to know who your main competitors are.
What vibe are you trying to convey with this brand? What are you hoping people feel when they look at it?
Who is your audience, demographic?
To get a better idea of what you like and what you are drawn to, list some links to brands/designs you like that are already out there.
Website? Shirts? Flyers? Etc. List em' all.