Beyond phone interviews, online survey tools, like Survey Monkey, are a fast way to gather a lot of information, and government resources can also be a powerful tool.

And brand personality is an important thing to consider. It will come through in every part of your brand identity design if you get it right, but if a personality isn't established, customers will get mixed messages and have trouble connecting with your brand.

Once you've pictured the kind of person your brand would be and listed off a few attributes they have, it's helpful to boil down your brand’s personality into a single statement.

A lot of color psychology is intuitive, like blue expressing calm and red and yellow expressing passion and energy. Depending on the tint or shade of a color you use, that emotion can be adjusted. A tint is the color mixed with white, making it lighter, and a shade is the color mixed with black, making it darker. A lighter tint of blue conveys tranquility, while a darker shade of blue often conveys trust, an effect that many banks use in their color schemes.

Brands should have only a few primary colors, but you can also select secondary colors to be used alongside your primary colors in some of your materials. Selecting a few additional colors helps your brand stay exciting but still on brand.

Fonts are powerful. The most famous fonts are recognizable even when taken out of context. You'll want a single primary typeface to lead your brand identity design, and it should work well with your logo and your color palette. It should also, like your logo and color palette, be simple.

If you'd like to know more, I found this beginner's guide to typography helpful.

Because of Google's close attention to their extended visual language, when you see a Google icon, you know it's a Google icon.

With these definitions in mind, what follows is an overview of the 7 key elements of brand identity design you'll need to include to have a strong, consistent, and potentially iconic brand.

The quest for originality is also prompting the return of couture and personal tailoring, but in a more democratic form. Women want to participate in the creation of an ensemble with the sales assistant. They like being part of the creative process. Fashion is all about the alter ego; who do I want to be today, without the why. It is that instant 30 seconds in front of the wardrobe, the mental picture of the occasion and mood, which makes a woman, reach into her heart and choose the garment that will define her person for that day. Understanding the psychology of fashion through research on consumer insight will enable you to create a strong brand that will resonate with the hearts and minds of your audience. 

Some simple examples – if your target audience are 25-35 year-old fashion conscious busy professionals, think about social media and online platforms, as these are mediums that this demographic actively engage with. Alternatively, if your luxury fashion brand is aimed at 55-65 year-old women who are largely retired, you may want to opt for print publications that you know this demographic like to read.

Whether you decide on online or offline advertising, remember to ask advertising managers for a breakdown of the demographic profile of their readers. This information will help you to make decisions about allocating your marketing funds effectively.

Note also that no matter who your target audience is, you need to ensure that your content not only reaches them, but also emotionally connects and engages with them.

2. Develop ideas for an effective brand concept and marketing plan to promote the brand using research to support the design and concept

3 Demonstrate advanced skills in creative software and digital technology to produce a range of professional outcomes and present the outcomes