"It is always the same; once you are liberated you are forced to ask who you are."
Jean Baudrillard
20th century French socialist and philosopher
For companies too.
Moreover it is not enough to simply offer a product or service; companies must also define what that is supposed to mean to those they wish to sell to, along with how they will do it.
Just "being" may be fine in philosophical terms but it doesn't pay the bills in business.