This craft typically includes the logo, color theory, and how the logo is used in various marketing collateral, which is just a fancy name for websites, signage, business cards, letterhead, etc. While legitimate research reveals that color psychology (the ability for color to consistently elicit specific emotions in all groups) is about as accurate as your local palm reader. Contrast, ratio, and other more subtle aspects can dramatically influence an audience. Establishing and protecting the integrity of your brand is the primary focus of our brand strategy, but there remains something beyond the colors, fonts, and golden ratios.... tone. Your brand has an identity which should set the tone for the language you will use to speak to the world. This is a silent and subtle aspect that only becomes obvious when it is lacking. We've all had some experience whereby we observe that something is out of sync... something nondescript. That's the stuff we fix.