When people think about branding, they think about logo and colours.
I did, too, for the longest time. Heck, I studied visual communication and did graphic design for decades.
But now I see that positioning, identity, and marketing all go together.
If you are able to solve a sticky problem for your clients, they wouldn't care if you have an Easter bunny for a logo.
Make your solution to their problem front and centre. Then pick a brand colour that you like and speaks to your audience. Don't use bright pink if you're an accountant (unless you are the one accountant who does things in a pink kind of way!)
Sometimes playing around with colours and logos is a distraction from the more uncomfortable work of defining what you are offering to whom. Believe me, I speak from experience.
Picking brand colours is secondary – but fun!