Give the thing motivations. What does it want and why does it want it? How does it go about getting it?
If it's a flesh eating monster, why does it eat flesh? Does it need it to survive? Is it just that malicious? How does it attack it's victims? Does it need claws?
Is it a creature that makes bargains with people? What does it get out of the bargains? How does it go about making deals? How does it contact people? What appearance does it need to facilitate his goals? Etc.
Are your demons comedic, or are they scary? Are they major antagonists or are they just mooks?
Take a look at how other authors portrayed demons. Specifically, authors OTHER than Jim Butcher, since I'm assuming you've already read the DF/CA. See what strikes your fancy.
And then, in the immortal words of Tim Gunn - make it work.