Branding is defining the business model that reflects and captures the values held by the founder(s) or founding principle, idea, or spark. UK based clothing brand Howies serves as an ideal example. This month Howies celebrates their 20th anniversary, and because of their purpose oriented brand strategy they'll likely celebrate a 100th year anniversary 80 years hence.
Everything they do, the product, how it’s made, where it’s sourced, the photography they choose, where they live, who they distribute to, the kind of activities they make product for, and the stuff they talk about is all authentic and rooted in their values.
Nothing is staged. It all emanates from purpose.
Doesn’t mean they’re perfect. It means they have a brand strategy.