Putting brand in context

A brand is far more than a visual symbol and memorable tagline. It anchors the mission and vision, operating principles and tactics of an organization. Internally, the brand is central to all decisions, actions and values, thus enabling employees to deliver the brand promise. The internal and external messages about the brand tell the same story and be seen as part of the same narrative, and they should relate to the following,
Value- the organization’s core beliefs, what it and the brand stands for.
Behavior- how the organization interact with internal and external stake holders
Positioning – what the organization wants stakeholders to think about a brand.
Identity- name, logos, visual standards, verbal themes.