The concept of a brand is intangible. It's the emotion you have when you think about a product, a service, or an organization. And trust is established when the user resonates with your brand. And it's consistency that helps you keep that trust. In order to build our brand, we should first discover our brand personality, understand our target users, establish our brand goals, and only then we can design our brand identity. The best thing is that you get to be a part of the adventure from start to finish.