Design is a highly subjective thing, that simple cannot be liked by everyone. But this is not necessary, it only needs to be liked by its target audience. To achieve it you should know, who these people are and how to attract them.
All this lets us know, what design to create.
That's why brand platform is the first phase of working on brand identity. The identity itself is the visual reflection of this platform.
You can skip this phase, but in that case you cannot be sure in its effectiveness, because all work will be built on untested hypotheses and guesses.