Brand is culture.

Functionally, branding is the integrated suite of words, images, graphic standards and strategies that create your brand image. But to us, that is only the surface of what brand really is. Branding doesn’t start, or live, in the marketing department. Brand is the essence of what you are as an organization—what you believe in, your personality, your values, dreams and quirks. Brand is culture, and to be fully realized, it must start in the corner office.