If you ask about the main branding idea, we think the answer is obvious. It lets you be identified within many other companies and competitors. It is also crucial that you have to differ. Other way you can be misidentified.
The other risk is when you are identified but the spirit of the brand is not relevant. Maybe you can be conceived as a cheap company meanwhile your services or products are quite expensive. Or you have an energy company but your brand looks like a coffee shop. So you have to differ, be identifiable and also relevant.