These are the primary categories the human mind uses to sort everything from plants, animals, and even people. The same is true of your brand identity. Like a familiar face, a focused, consistent, and appealing brand reinforces who you are and more importantly what you do.
Providing your current and potential customers a consistent, clear message must happen intentionally and over time. Your brand isn't a logo; it's an ever-evolving story about you, and to a greater extent, your customers.