Let me take you back about, mmmm well a few years when I was walking through Dad's factory as a young child. I had heard him talking on the phone about branding and so I asked him
"How do you create a brand?"
Interestingly, Dad looked and said "You don't create a brand, a brand is a manifestation (he had to explain that word to me!) of every person who works on the product. A brand is not what you say it is, a brand is what you live and die by...."
I asked so"What is your brand?"
He looked at me and said "Whatever the customer thinks it is, Anna and to influence the customer you need to pick employees who you admire and want as part of your brand family"
I remember thinking of a company as a brand family - its true in a way. A brand belongs, a brand needs love, a brand needs nurturing, a brand needs 'friendly disagreements" to move forward...a brand creates a bond that withstands the hard times.
But then again you can't choose your family, but you can choose your brand :)