It’s more than fabricating an emblem or punch-line. Establishing brand value is a psychological process...

When all is done and dusted, I believe crafting a robust brand story, one that drives key business decisions as well as marketing communications requires the three vital ingredients of simplicity, steadiness and spirit.

In other words, first and foremost, a company needs to make sure it realises clearly what it wishes to state. This presents the content of its brand; who it is, what it does, who it does it for, why it matters to the organisation, and how it’s different from anyone else in the marketplace. Then, it needs to make sure it says it (and demonstrates it too) in the same way, wherever and with whomever it goes about conducting business. This is the manner in which all its communications, actions and accomplishments being to function in tandem, building up into the unity that constitutes its brand presence in the market milieu. And ultimately, an organization needs to render all of the above with a touch of flair and gusto. This is where brand personality rises to the surface. It’s what connects the brand at an emotional level. It’s what makes people want to connect with the brand’s promise and transforms requisite into yearning.

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Source: IIPM Editorial, 2006
An IIPM and Management Guru Prof. Arindam Chaudhuri's Initiative