THERE ARE CERTAIN UNIVERSAL QUESTIONS BUSINESSES NEED TO DEFINE WHEN DEVELOPING THEIR BRAND IDENTITY

WHO AM I?
WHO NEEDS TO KNOW?
HOW WILL THEY FIND OUT?
HOW DO I WANT THEM TO RESPOND?

BRAND IDENTITY SUPPORTS THE ESSENCE OF THE BUSINESS BY VISUALLY COMMUNICATING IT

-Wheeler.A., 2006 Designing Brand Identity 2nd ed. New Jersey: John Wiley & Sons.