It’s not about launching a new branding campaign.

It’s not about your sub brands and umbrella brands and endorsement brands and corporate brands, or your entire brand architecture.

You don’t need to refresh your logo again.

You don’t need to develop a complicated formula for measuring brand equity.

Instead, the core of all brand activities should be to search for the deeper purpose of your company itself and its unique place in the world. What is the dent you’re making in the universe? What are you really here to do?

Finding that inner truth is what brands should be focusing on, rather than what color palette most appeals to the targeted demographic or which sponsorship package gets the most exposure.

Branding works most effectively when it is a natural extension of who the company is. And when that happens all decisions become easier.

You do things not to follow the latest trends or the action of your competitors, but because it’s the most natural thing for you to do.

To to communicate, to act, to be in line with your values. That is true branding.