No , not the car you drive, the clothes you wear or the toothpaste you use (or should use) at least 2 times a day. It’s about the organisation you work for or are planning to start. Read a great article on ITweb: “Success comes through living the brand”
Brand identity is underpinned by what an organisation stands for. When creating a company, you don’t start with designing the logo! The firm needs to first define what it wants to be known for. This is an empirical question. Unless the company can quickly, cohesively and fluidly communicate that, how will it ever know if it is on the right track to achieving its vision?
What would A Group of Web AddiCT(s); brand be? ‘We do everything online’ 
Read the full article about ‘Success comes through living the brand’ by Brain Hattingh here.
