I guess that I`m a little late to the game, but I do have a few words nonetheless...
I get the idea Steve you are, in effect, trying to get your personality to fit the mould of your current endeavor... not to deal with any specifics.
Excellent Steve - get to the root of the whole thing, accept the diagnosis, fix it and move on.
I`ll ask you in advance to forgive what might appear to be somewhat harsh words you`re about to read...
I will say, what worked for me may not work for anyone else, so.. for whatever it`s worth:
In my own quest for solutions to what I found really amounted to little more than an ego problem ("me focus") chasing perfection, being the best I can be, etcetera and so on... I did finally find the solutions to my own dilemmas that were in fact caused by this little personality quirk of mine - with the help of a good friend, who also happens to be an excellent clinical psychologist.
With help, I got past believing that I was a perfect human being, so everything that I did had to be that same way too... perfect. And as you know well, perfect is ONLY done when YOU do it! (Yeah, it`s ego alright...)
Getting to the short of it Steve, there are three levels of successful achievement...
1) Good enough 2) Great, and 3) Perfect.
What I had to learn to do was accept that sometimes, good enough is just that - good enough to go.
If sufficient time and resources allow (as they usually do), I may even strive for great!
And all things being "just right" - every now and then I hit what my paying customers believe to be pure perfection. (My personal opinion no longer means much, but my clients opinions do... a lot! And, I damn well want to know what they are... so I ask.)
These days, because I no longer have to `deliver` in a hurry, nearly all of my "solutions" fall somewhere between great and perfect... in the view of those that are paying the freight... and... as I`ve come to learn over the last 50 years or so in business, that`s what counts most... and goes all the way to the bank.
Look at it this way Steve... most others in business strive for what is in reality, self-employed mediocrity... which in itself isn`t bad because it does earn them a living. The businesses that do a little better do things that are a little more acceptable, or maybe even better than OK (aka: good enough). The winners in the game do it somewhat differently... they go for great, and do that consistently.
It really doesn`t have to be perfect. Nothing EVER truly is.
Oh yeah, one other key thing I also discovered, once the ego problem acceptance occurred... I had also learned to trust others, accepting the fact that they could do the things I didn`t, couldn`t or wouldn`t do for myself. When I started to put that one thing into action, I went from a small-time, one-man show to something I only ever dared to dream about... a hugely successful business.
So... set aside your fears and worries about what you feel about yourself, and begin to understand (and act on!) what your customers think and feel about you. After all, your business exists but for one reason, and one reason only... that is to serve the customer in the best way you can, given your resources and limitations. Even IF that means "good enough" has to do for now in most things... just to get things moving along.
Then, once you`re rolling along, go for Great - save perfect for when you can afford that luxury.
Or I may be wrong... so your mileage may tend to vary.
PS: On your "brand"... remember the KISS principle. Sum it up in 7 words or less. Anything more, go back to GO, do not collect $200..
Why is that? Because... that`s all folks have time to read on a roadside billboard!
And keep your logo simple as well... complicated designs give me a headache... and will probably give your customers one too.