It’s no coincidence that a band called The Who wrote a song called “Who are you?” Or maybe it is. We don’t know. But we do know this: your brand identity system—logo design, style guide, brand architecture, etc.—must be ruthlessly carved out of purpose. There should be a reason behind every aspect of your identity. The color. The font. The mark. Otherwise, your audience will be as confused about your brand as we are about classic rock.