The brand values I've listed are: integrity, experience, kindness, confidence, professionalism. My customers have an eye for style and are looking for quality, but are very down to earth, nice people. Not at all pretentious, so it still needs to be friendly.
I want to feature the name, "Shephard" most prominently, possibly all caps depending on the font. You could include "photography" as well, but I want to avoid the very common photographer's logo which consists of only a name in a particular font. I've made those myself! It might be good to include "est. 2003" if possible to highlight the experience level.
I'd like to avoid a logo that ends up overly long and thin. A more equally proportioned design is easier to use in various places.
For a graphic element, I like the idea of something from the outdoors, especially a compass. I love the compass example I've attached below.
I would avoid viewfinder style designs and oak trees, which have been used too many times already.
UPDATE: there have been lots of mountains so far, and I'd like to be able to take different "outdoors" elements to the final round. I'll be showing clients the choices and I'm worried the mountains are getting increasingly Everest and scary, which is a direction I'd worry about as a wedding photographer! Thanks so much, I'm really excited by this amazing work.