"Brand" may be the most misused word in marketing today.
Your brand is an accumulation of what the consumer believes about you. As some distill it, your brand is what people say about you when you aren't there.
Let's focus today on what I believe is the most critical part of marketing—defining a brand's core identity.
A brand's core identity is the never-changing essence of what you are and what you stand for. It is not a logo, it is not an advertising campaign theme and it is not your product portfolio.