Before you can develop your brand identity, you will have to understand what the core values of your business are. What's your business mission? How do you differ from the competition? and so forth.
The power of a strong brand is such that it can lift a single business or product above all others to become something truly memorable in a customers eyes.
Make sure above all else that your brand stands for something or more likely than not your gonna fall for nothing.
Maria Patricia is a perfect example of just how to stand for something.