Brand identity refers to how you want your real and potential customers to look at your brand; an identity to set your brand apart from the others. It is about what the perception of your brand is going to be in the minds of the people. We at Walnut Folks conduct an intensive study of the key areas of your brand. For example, the industry, products and services offered, target demographic, the ideals you value and also, your competitors. On the basis of the results derived from this study we come to various important conclusions that would affect the decision making when it comes to creating your brand identity, some of them being the logo of the brand, the tagline, tone of communication, typeface for the written content, prominent colors used for the fontface and the logo. Zeroing in on a particular color that would stand for your brand is an important decision. Different colors have different vibes and we just cannot underestimate the major role colors have to play when it comes to creating a brand identity. The color could be incorporated in the brand logo, the brand name, on the website or even the packaging of the product.