So does branding. This is true whether you call it “branding” or not. As it turns out, branding has less to do with cutesy creative and clever themes than it has to do with your ability to consistently keep promises of your company — to build your company’s reputation as a firm of good character.
Not all promises are created equal, and all people do not assign equal value to all promises. This is why it is so difficult — and increasingly useless — to build a brand that pleases all people, all of the time.
Before all else, know who you are and what you stand for. Only then can you focus on making extraordinary promises to an audience that places a high value on those promises — and then over-deliver. – Cam Beck