Based on the principle of seeking truth from facts, brand design is not to build castles in the air, but to be based on the actual conditions of the enterprise and in accordance with the target market of the brand positioning and the communication requirements of the brand image. Brand design should demonstrate the company's competitive advantages to the outside world, but it must not fabricate or arrange a false story. Adhering to the principle of seeking truth from facts, not hiding problems, not avoiding conflicts, and striving to show the true corporate form to the public will not only not reduce the reputation of the company, but will be more conducive to establishing a true and reliable corporate image. The principle of seeking difference and innovation, seeking difference and innovation is to create a unique corporate culture and a distinctive corporate image. To this end, brand design must be innovative, explore the company's unique cultural concepts, design distinctive visual logos, and use novel and unique implementation methods. In order to defeat Swiss mechanical watches in the international market, Japanese electronic watch manufacturers used airplanes to drop tens of thousands of watches from the air to the ground in Australia. Curious people picked up the watches and found that they were intact, so their views on electronic watches were greatly changed. After a change, electronic watches finally defeated mechanical watches and gained a firm foothold in the international market.