Brand Identity is the system of tangible, visual assets that work harmoniously together to embody the personification of the organization. They say you can't judge a book by its cover.
Well, although people shouldn't, they certainly do.
A brand’s visual system must be designed to accurately communicate the Brand Dynamics, and elicit the intended emotional responses and perceptions from consumers. Symbols are immensely powerful tools, and if harnessed appropriately, become an invaluable corporate asset. Far beyond logo, good Brand Identity is a comprehensive recipe governed by detailed standards. As long as consumers are going to judge your cover, make sure they get the right idea of what’s inside.