Consistency: the image and information of the brand in different media should be consistent to form a stable brand image.
Simplicity: brand logos, advertising language and advertising language should be concise and clear, so that consumers can recognize them at a glance and remember them.
Differentiation: Brand image should be distinguished from other brands to avoid confusion and imitation.
Objective: Plan and design the target audience to meet their needs and expectations.
Good feasibility: planning and design should be implementable and operable, not too complicated, too expensive or difficult to achieve.
Novelty: planning and design should be innovative and creative, which can attract consumers' attention and interest.