What Corporate Identity Isn't... Archer Makes a Point

Strange Brand - What Corporate Identity Isn't: "1. Corporate Identity Isn’t a Selling Point

This is probably the biggest mistake that new companies make when trying to develop their corporate identity. The purpose of your identity is—perhaps surprisingly—not to convince people to buy your product. There are other tools (e.g., text content, your staff, and the product itself) that actually perform that task."