Sounds simple, because it is. If your brand identity feels misguided, revisit your mission statement. Who does your business serve?
An important element of brand building is "authenticity". You can't afford to miss that target. Consumers can research almost anything on the web and social media. Product & service reviews weigh on the consumers' mind. Businesses that lead with their mission have the clarity to make solid choices. They also gain loyal customers. A repeat customer is cost effective! So open up that old business plan because your mission has a return on investment.
Here is a case study about Patagonia to prove this point.