What do you stand for? What’s important to you? What’s critical and always will be critical? I think most people get branding wrong because they focus solely on what they think their customers want to hear. That leads to superficial, weak, pithy, drivel.

The best brands clearly stand for something and whether you agree with them or not, you can’t ignore them.

What you stand for is timeless, like a great brand. It’s expression might change, but the essence remains constant.