Brand can encompass logos or symbols, name, slogans or taglines, a musical jingle, a color scheme, packing designs, staff demeanor or uniforms. Brand Identity is important because it connects you to the marketplace, sets you apart from competition and helps consumers make decisions. How do you develop identity? Have a clear and consistent message and make sure you keep your brand in front of your prospects and clients. Brand is the whole enchilada; identity is having it picked out of a line up.