Understand that identity development is more than just a mark on a page
Usually, brand identity development branching out into new industries will force the company in question to give up their market share. Such as, when a small seller that usually promotes only organic foods in a small location decides to include also a coffee bar and cafe in their store, they will most likely reduce the power of the company in their industry. This is as while this small business has a grasp over consumers in their area that are in the market for crude and natural food products, they will not be able to grasp of the much better market of cafe dwellers and coffee drinkers. There are simply too many other coffee shops that have taken hold of the market share in this business.
