Think of your corporate identity as your strongest marketing element. If you can create a powerful identity...If your name and other marketing communications can begin to have maximum impact on prospective clientel, your company will engrave your image into the minds of your customers. Although your product may be identical in terms of quality and price, consumers will make a choice based on thier perception of quality and/or craftsmanship. consumers attach themselves to a brand, not just an actual product. never playing down the importance of quality, products or services, but if your company brand is neglected, you miss the opportunity to nurture the powerful bond and consumer trust it creates.