A individual's personality is what determines their dress code, preferences, tone of voice or favorite hangout place. 

This personality is what others form as an opinion of who the person is. This is who they remember, this is who they know. 

That, is that person's brand. 

As one creates a brand for themselves, so should companies. I have spent a significant time in my life developing brand designs and identities. Overtime, this evolved into defining more than a visual identity and more a culture. I ultimately created culture manuals and design systems. 

This is some of that.