More than the result of good branding or products of excellence, the identity of a brand is “the collection of all elements that a company creates to portray the right image to its consumer” and what determines the way its audiences interact with it. The chosen logo or font (i.e., its graphic components) exhibit a set of symbols that reflect identity, values and positioning and must be unambiguously aligned with the communication.
The brand is an idealized version of its own creator. This is a well-known quote and it sums up how your digital persona should reflect the structurant creator-brand relationship. That said, it is important to define (and convey) clearly who we are, what we do and what makes us different and stands out against other operators in the market – thus capitalizing on what others do not and the consumer values.
In short, it is important to know what your strengths are and to create a genuine, credible and memorable brand story around them – naturally, not forgetting the weaknesses as well. In a competitive market, this is how notoriety is gained and reputational ballast is created.