Why: A brand is perceived by consumers like a person. You trust them, you communicate with them through advertising and purchase, you get disappointed by them, etc. The identity you're designing is the face of that person.
Once you've answered the question, then list what attributes match those of your brand.
Why ask: This is what you have to portray in your new identity to reach your audience.
Example: We want to be seen as a company with traditional values but using the latest technology and materials. / We need to be perceived as a professional organization you can trust with self-defense training.
Example: We must use orange because…
Example: Do not use green or purple because…