Like all things, INTENT. (draft)

All of branding begins with INTENT.
The only difference about building a brand in this time of age - you are dealing with a more evolved domain. Variables of the domain you engage in now involves - more noise, larger space, more reach and these gives more uncertainty in so many ways. So if an intent comes through looking shallow, transactional - the brand will never see the light of day.

Hence, more than ever before - a vision and mission of any brand will reflect and communicate the intent embodied in a brand - at least in the first impression of things. Of course over time, how a brand expand its work, processes and how it relates to the world around them will reflect and confirm its true embodiment. So, much like any creation process, before anything rolls out - begin, reflect and assess INTENT.

Random ramblings on a draft.