I think their identity was “Not Victory”. They also started when their was a hell of a lot of buzz around the comp with Victory flying off ground and you either loved them or hated them. They would’ve died without City so it’s hard to blame them though I totally understand what you are saying.
Heart started five years after Victory cornered the Melbourne market and when the FFA diverted almost the full marketing budget towards the 2022 World Cup bid - most of the franchise publicity and marketing was organised by the ownership, led by Steve Bidwell.
Victory (which was brilliantly marketed in terms of colours and major playing staff) began in an environment light years ahead in regards to marketing spend.