Notice the order of these components. The singular purpose is first for a reason; the business identity – its brand – appears last because it necessarily follows the preceding elements. The identity is more than a name; it’s a reflection of what the business does, the people who represent it and the client experiences they deliver. Together they constitute the brand.
It's not unusual for a business to get these things out of order and out of sync with one another. If that happens, the brand doesn't have much weight and therefore lacks value. However, when “form follows function”, a memorable and meaningful identity emerges. A brand is built.
There's a tendency in today's world to quickly launch the flashy thing, before it's truly ready for prime time. Rushing to market is tempting and so much easier than doing the hard work that precedes launching and sustaining a true brand. When rushed, however, a business may rise and flash across the market like a shooting star, only to burn out when there is no more energy to propel it forward.
As a brand emerges in the right way and at the right time, when the underlying foundation is thoughtfully built, it doesn't require much fanfare for the business to be noticed. In fact, the market shines a light on the brand in a way the company could never do for itself.
I've seen both approaches over the years in business and it's much more fun to be part of a new identity built upon a solid foundation. Operating as One Identity – One Brand – there’s unlimited potential to become the service provider of choice. It's the Power of One.