Your brand is not what was decided at the off-site in Paris nor Orlando. It's what happens when you Google/Bing it. It's what is said when you over-hear two people in the queue for the plane referring to your product or service. It's how your own people refer to the business they work for.
Brand is organic, needs TLC and above all regular conversation with the customer to discover the truth.
Always more help and guidance. Being the Best. Meet Molly.