Identity is cause; brand is effect.
— Larry Ackerman

This is the expression of your essential truth or value. This is the communication of your characteristics and your attributes. This is what you are, and this is why you exist. This is what makes your customers loyal. This is what makes your customers advocates, and even evangelists. But this is not push. This is pull. You know what you want you customers to associate with you. 208 Monkeys builds it so it sticks in their mind.