A brand identity is designed to communicate your company’s overall message and promote your business goals. It’s how you introduce yourself to new customers and how you build a trusting relationship with them. It builds awareness, helps grow and sustain your brand equity, and gives your business credibility.
If you don’t have one, you need one. If you have one that is outdated, it’s not doing you any favors. If you have one and it isn’t being properly managed, then its effectiveness will break down.