The Most Important Part of Branding

I was reminded last night of a conversation with my dear old dad. We were talking about branding one day, a concept that he didn't totally agree with, he preferred to believe you shouldn't have a department to look after the brand, EVERYBODY should look after the brand....but he said something that has stuck in my mind

"What is the most important aspect of a brand, Anna?"

"Go on, Dad I will buy it what is it?"

" The fact it starts with 'b', you need to be the brand. Be an exemplar of the values, the promise....to be or not to be that is the leadership question!"

That may have been 10 years ago, but it stayed with me. A brand is not something that is separate, it exists through the people.