I dont understand Logo Design

I feel like Logo design is an essential part of being a Graphic Designer but I just cant seem to grasp it. Ive fleshed out my design brief, i've interviewed my client and ive done my word map but all of my sketches dont seem to fit the role that im aiming for and I dont really know whats going on or what im missing... if anyone has any tips let me know

It just feels like I cant really break out of just doing the same design for every logo I have.

I feel like im just missing something