You'll need a brand name, logo, and color ideas at the bare minimum. Expanding on that, you should also consider what your broader visual identity might look like, including photography, videography, brand applications in print materials, product packaging & labeling, and so on. Lastly, you'll want to ponder why your brand exists and its importance in customers' lives. Think about what your business stands for, what you can authentically express, and how you can attract a community. Your thoughts on these topics will influence your brand promise, values, attributes, and more.