Start with recognition
A visual identity has to work beyond a presentation. Check the logo on a mobile profile, a proposal cover and a small product label. If it becomes hard to recognise at those sizes, simplify the application.
Define roles for colour
Choose one primary brand colour, a readable text colour and useful background tones. Assign each a role. This gives designers room to create without making every post look like a different business.
Make typography repeatable
Set a small hierarchy for headlines, subheadings and body copy. Test it with short English headlines and longer descriptions. Consistent spacing matters as much as the typeface itself.
Design the everyday templates
Build templates for the things your team actually publishes: offers, product posts, testimonials with permission, proposals and presentations. Include examples of what to avoid.
Keep a single source of truth
Store approved logos, colour values and templates together. Review the system as new touchpoints appear. A useful brand guide makes the next decision easier.