Branding Quest

So i have been in "process" trying to create a logo/branding identity for this start up a buddy of mine is doing. And I am creating great stuff but it seems like nothing can be agreed upon.

I have tried asking for input on what they like as far as design goes like what appeals to them but to no avail. I get more so big umbrella ideas of what the logo should convey idealistically. So in this search this is something I made and thought it looked nice so I wanted to post it :-)

Question: how do you guide clients through the design brainstorming process successfully? tips? suggestions?