The bumpy road through the marketplace is the role it takes. It involves a big chunk of the visual and verbal part of the brand presentation while conveying its personality, values, and aspirations. Like navigators using Polaris, brands look to their identity – a logo, colors, type, and messaging – to sail through a competitive seascape. A clear brand identity, which has been analyzed during our explorations, does not only make a difference but gives an advantage over other brands.