The impression you cause will depend on the image you project. Your brand identity has to be unique and inimitable… well, forget it, everything can be imitated, if you don’t believe me ask Apple. Your Brand Identity must honestly reflect your values and make you stand out.
Building a powerful identity goes beyond a logo, it reflects the soul of a brand, explodes in the 5 senses, and makes the 6th surface (not talking about the film here). This 6th sense will turn you into a love brand.
Identity isn’t everything, but it’s the essence.