6. All Five Senses.
Human beings are hard-wired to respond to visual and verbal stimuli. But human beings are also armed with three other senses (taste, touch, and smell) that can all be called upon to evoke an emotional response. Perhaps a certain color or phrase will provoke your consumer to recall a memory that they could associate with your brand. There is more than one way to become part of the consumer's memory bank. Find the key and put it to work for you.
7. Repeat, Repeat, Repeat…
The wrapper that you create around your brand should (1) be consistent and (2) touch your consumer in ALL points of communication—letters, business cards, brochures, give-aways, speakers videos, websites, etc.
Make sure that your brand talks directly your consumer in a style and language that they understand. Remove any information that doesn't help get your single message across. Make sure that your design helps to draw attention to your key point and doesn't reduce the clarity of your message. Finally, make sure that your brand is relevant to the wants, needs and lives of its intended audience.
Then toss your brain dart and stand back while it does its magic.