In today's digital age, many individuals and businesses primarily interact with others through the Internet, making an effective online presence essential. To differentiate themselves in a crowded market, it is crucial for brands to establish a unique and cohesive identity that resonates with their audience. Consistency in branding helps foster trust and recognition among consumers.

Susan C. Young emphasizes in her book "The Art of Preparation" that intentional planning is vital for creating a positive impact. By focusing on purpose-driven strategies, individuals and organizations can better prepare for the challenges of presenting themselves online, ensuring their brand stands out and leaves a lasting impression.