A great brand identity has a feeling of cohesiveness across tone of voice and visuals.
It all fits together and provides the audience with an understanding of the personality of the brand. If colours used in a logo and website are bright and bold, you can usually expect the brand voice to be the same: full of energy and with big things to say.
On the other end, brands that use more of a natural and muted colour palette may have more of a reserved and formal personality.
Brand photography is a great way to share the personality and energy of a business!
Think of Apple: their marketing so often has included people dancing on single-tone colours. Their visuals are so colourful, sleek and minimal, and guess what, so are their products and brand experience.