● Name: It is the first thing you hear, therefore, it has to be brief and easy to remember. Think of the Windows software brand. It is a single word, completely recognizable and impossible to forget.
● Logo: It must reflect the essence of the company, but not so elaborate it confuses your audience.
● Slogan: It reaffirms the company's philosophy. It should be warm enough for the audience to remember, and, of course, it must be brief. Just do it by Nike is one of the best examples.
● Typography and colors: Both elements are to be chosen according to the objectives and the essence of the brand. Once established, it is very important to respect them. For example, we will never see Coca-Cola with a different shade of red.
● Website: It is the ideal place to experiment with your entire corporate image and create a visual environment appropriate for what you want to reflect. Many companies take great care of their image and forget completely about their websites. In today's world, this drives potential customers away.
● Stationery: All printed material (business cards, catalogs, brochures) must be approved and reflective of the brand’s personality.