Yes it does.
There are hundreds, no thousands, of teams who play in stripes of varying colours every season and their kits still vary and fans still buy them.
Our most important/visible part of our brand identity is the shirt the players and fans wear, yet we constantly mess with this (and IMO get it wrong), there are no other teams in Scotland and only 1 in the UK I believe that play in red & blue vertical stripes, it's the ideal way to make us instantly identifiable and unique but we choose to ignore it.
Try wearing a non striped ICT shirt in Glasgow and folk think you are a sevco fan: blue with red bits = sevco. And the same goes for most other parts of Scotland too, in fact Inverness is probably the only exception.
Maybe it's because I work in the design industry that I feel the whole brand identity thing matters a lot, maybe I'm just need to get out more!
Either way, I'll find a different way to put money into the club although I am sure my Dad will buy the shirt for me for my birthday (again - thanks Dad!).
And I should add my opinion has no pre-merger influence whatsoever.