You have an identity – it shapes what people think about you, what they like about you – even the reason they invite you to a party!
Especially in this age of branded businesses, your business is the same! A business identity means that you create attraction for your business (so that it has a flow of attraction). It creates characteristics and a reason for people to choose your business and refer it, highlighting it’s strength and benefits.
Yes, you want your business brand – it’s identity – to be just like a person. The more your business seems to be it’s own entity with it’s own characteristics, the greater the business flow. The greater your success.