A good result starts with a well-thought-out strategy
Identity has everything to do with structure and daring to be consistent. That way, customers will recognize and remember you. You actually do this by drawing 1 line through your company. Sounds logical, but not everyone does it. Always think about what you want to convey and stick to it.
Do you want to appear approachable and playful to your customers? Then use a different style than a business/commercial company. Again, sounds logical, but what about you? What style do you use and how do you let it shine through in your business?