Brand identity is the most important and the most distinctive feature. Each brand must have to be unique. The essence helps brands to focus on what a brand can do and what can it not. It needs to shine through the communications clutters. It needs to be recognizable in an era of product similarity. For example all cars have similar aerodynamics but there are different identities for Toyota, Renault and Ford. The brand identity should result in achieving maximum brand strength. It should result in creating a strong brand and customer relationship by offering a value proposition to the consumers which will lead them to a purchase decision and generating profits for the company.
The focus of a company should be on the brand identity rather than the brand image. Brand identity is sent by the company while the brand image is what is received by the consumers. Brand image can be easily copied by the competitors and is dictated by the consumers. Positioning elements are building around the brand identity. Positioning reflects the current fads and may change with time but identity does not. A brand may have multiple products and each product will have its own separate positioning but the identity will be the same. For example Dove has a number of products in its portfolio but the identity is the same.