A Marketing Necessity
One has to pay attention to the brand identity given it is a marketing necessity. No doubt that a brand is an asset. From the customer’s point of view, a brand is a promise. You can always draw parallels between a brand and an individual – just as in the case of an individual, a brand stands for certain values. Or in other words, self-realization is the key to build a powerful brand. You need to figure out what your organization stands for if you haven’t done that already.