Allowing people to attribute value to a brand creates mindshare. It creates memorability and legitimacy. It engenders trust, comfort, faith. It facilitates the transition from identity to success. Why?
The simple answer is: presence.
Presence connotes the occupation of space. Your brand — your identity — must occupy its singular space to the exclusion of all other brands. The presence created by your brand must be differentiated, engaging, recognizable, and memorable. If the presence of your brand achieves those qualities, it will earn the trust of the people to whom it speaks and who realize its value.