It doesn't matter if a company is a start-up or an experienced player in the industry, ensuring that it takes on the right identity can help clients perceive it and its products and services to be value-worthy. Brand identity is not dressing up the company with a fake persona -actually quite the opposite. Developing the identity starts from the very core of the company and bringing out what's inside for the world to see it in its bare authenticity. Does your jersey match your skillsets?