Our emotions toward a brand are often directly tied to color in our subconscious. Knowing what your ideal client will connect with is essential in picking your brand colors because you want to make sure the colors you choose truly convey your brand personality. It is important to establish what you want your brand to represent and establishing this through your color palette. 
  For example, do you want your brand to be feminine, classy and chic? Then you would choose a color palette that is very different from someone who wants their brand to be modern, sleek, and bold. When choosing brand colors start with five colors. You can choose a monochromatic palette such as different variations of blue, a complementary color palette is one that consists of opposite colors from the color wheel or an analogous color palette which is colors that are all in the same color family. Next, you will choose your two dominant brand colors to establish color authority. The other three colors will serve as your accent brand colors. 
   Remember your brand will set you apart from the crowd, tell your story, and help you attract your ideal client. It is important to keep your brand recognizable through all of your marketing channels to establish trust and recognition with your customers.