Developing a brand identity for a micro business

I am working on a small micro business start up based in Zambia and there is a need to develop a brand identity that can work across several mediums - business cards, stationary, online, packaging. The idea is to have a simple brand identity that can then be applied to different product categories with relevant iterations to the main identity as a new category is developed and added to the portfolio (if at all it will happen) I would assume the process would be that I receive three or four general concept themes (e.g. modern / minimalist / feminine / floral / etc.) and then these are narrowed down to one or two themes to then develop into various brand identities (modern colourful vs modern monochromatic vs modern 3D etc) - please confirm the process used. I have been playing about with ideas from Pinterest and by no means am I holding a designer to this but I just wanted to put on the table some thoughts that I had.