For a business to run successfully and become a known brand, creating a powerful brand identity is one of the most important aspects. Your brand is what leaves an impression on your clientele and it is what makes them come back for more.
The story your brand showcases depicts exactly what your vision is and what you aim to achieve, this then reels in the customer. Your brand reflects the products or the services you sell and sets an expectation that customers have from you. If smaller brands do not have that voice or that way of expression, they will be unable to get customers which they can retain, as there will be no story to tell.