WHY IS THIS IMPORTANT?
To differentiate your brand.
Your brand's identity is a manifestation of the strategy. It is the look and feel of your brand and separates you from the competition. A strong and memorable brand identity is cohesive, and connects your core values to all visual elements used to market your business.
Once your brand identity is created, guidelines are crafted to preserve the integrity of your brand, and to ensure it is represented through various touch points consistently.