A brand allows INDIVIDUATION , which is the phenomenon that occurs when we are able to identify one thing as opposed to other things.
A brand must provide recognition. Just by looking at it, people realize that it is you and no one else. And the desirable thing is that it also contributes an association with attributes. In this way, a brand can become an umbrella that shelters and accompanies all the products and / or services of a company during its life cycle.
Designing a successful brand identity requires continuous work and collaboration, as it is not susceptible to being static. You should also know that like people, brands change. Yes, consistency over time is desirable, but there must also be mechanisms to determine when it is time to review brand assets, for your next evolutionary step, in your constant communication with your audience.