The typeface and brand font that is utilized can be following the logo or can be something completely different. Make sure that the typography matches well with other brand elements otherwise it can all become extremely complicated.
Once the font is selected, it has to be used in every piece of collateral and material that is produced by the brand.
Apart from the above elements that help to make your brand identity, there are also the shape, graphics, content, brand story, etc. Remember a great brand identity pulls customers towards it and makes your brand memorable in the market.