The best definition of Brand I’ve heard is: Value and Values delivered Consistently. (I got it third hand, so the attribution trail is lost, but thanks to whomever!). The key area is the “Consistently” part. In building out the growth leverage opportunities portion of the program we calibrate the value and values of the company and then focus on assessing/improving the consistency of understanding. The process includes not only the senior leadership team, but extends through the entire firm as well as including external constituents in the supplier and customer spheres.