The short answer is no. A comprehensive Brand Identity is a powerful tool that goes beyond just visual aesthetics. It comprises three critical components: the Brand Visual Profile, the Brand Essence, and the Brand Architecture.
However, companies with low market orientation tend to obsess over the visual profile while neglecting the Brand Essence and architecture. This approach can have detrimental effects on a business and is why CEOs should adopt a more holistic view of their Brand Identity.

For an organization to benefit from its brand(s), all three aspects of identity require proactive management. The name and visual profile of a brand is undoubtedly important. It includes elements such as logos, colors, typography, and imagery that contribute to brand recognition and recall. But the profile is just the tip of the iceberg. It’s obvious and easy to see, so it tends to get an inordinate amount of attention. So much so that in many organizations, the Brand Profile is the only aspect of the Brand Identity that is implemented and managed. This leaves most of the brand’s potential value for the organization untapped. While it is important that the logo and Graphic Guidelines be used consistently around the world, it’s equally important that the brand displays the same values and behavior and that the architecture is consistently applied in all markets. Otherwise we just have the facade of Brand Management. While the visual appeal and consistency are crucial, an imbalanced focus on it can undermine the true potential of a Brand Identity. It’s just as important to establish and implement Brand Essence and Architecture.