As a business owner, you want to make sure the many moving parts don't lose sight of the overarching mission and your brand image stays consistent. Your brand does have its own identity, which leads to the whole brand image. A brand’s image should be created based upon who your target audience is, what you do, and how you see your company.
Brand Identities are not created overnight. It can take years to create a unified brand identity. Even after you’ve finally created a brand identity it could be time to change it. Brand identity is something that can always use improvement.