I once interviewed for a job with a leading independent real estate company looking for a creative addition to their marketing department. The president clearly stated his objectives to me. "When you look at our company materials from 30,000 feet, I want it to be clear that they all belong to one company." Every piece of their collateral looked different. There was no unity; nothing that tied them all together. I landed that job and began to unify their brand throughout the entire line of communication materials. Why was that important? It's simple. A strong brand identity helps establish the name and reputation for whatever product or service you supply. There are three reasons why you shou