M6-1: Brand Personality
Identity - the feeling you want to give your customers.
Visual - then you need to start creating the colors, fonts and logos for your brand
Voice - How will you communicate with your tribe? A consistent voice across all messaging (email, social, website, etc.)
What kind of emotion are you trying to create with your brand? Take a look at this Color Emotion Guide and you will see what I mean. Take a look at some example companies and what the colors represent.