As a representative visual identification element in brand image, the rationality of apparel color selection largely determines consumers' recognition of the brand. However, the color schemes of some apparel brands are seriously inconsistent with their overall positioning, which invisibly weakens the overall recognizability and influence of the brand. This paper focuses on the application of apparel colors in brand visual identification, discusses relevant theories of apparel colors, analyzes various problems existing in the application of apparel colors in brand visual identification, and puts forward strategies such as defining color positioning to design distinctive color identification symbols, establishing a systematic color system to ensure application consistency, and accurately matching brand tonality to meet the needs of target customer groups, aiming to provide theoretical references for relevant apparel brands.