creating the Identity from scratch with a unique color scheme with creative ideas Similarly, a business makes itself distinct through the image that it presents to the world, through collateral like business cards, letterheads, brochures and other options. It is a physical expression of the company's brand, an extension of the culture that is already expressed through communication style and behaviour exhibited to maintain the image of the business. Corporate Identity expresses your business's brand personality and sets you apart from the competition.