So an institution is an organ of society. Its definition lies in not what it does or how it does it but rather in its total contribution.

So a brand’s value is directly related to its contribution. Contribution to its employees, customers and society. Brand is not a logo as the cliche goes.

However, brand is also not its other popular definitions. Brand is not reputation. Brand is not protection against variance. Brand is not synonymous with charging a premium. Brand is not about being distinctive, having a purpose, story or standing out. These are all secondary characteristics of a brand – meaning, they are all effects and/or by products of what a brand creates for customers and organizations but it is hardly what a brand is in and of itself.

A brand is the level of contribution it provides to its customers, employees and society as a whole.

Your customers, employees and society at large get to decide and measure just how valuable your contribution really is.

For a whole host of reasons more and more organizations are turning into vessels for real social change and responsibility.

Rather then just trying to get customers for themselves or for the “tribe” of their brand – a brands impact is a societal concern more than ever.

Brands function to serve society and the people of the society.

Brands that have deep rooted, authentic purposes are the ones who connect with customers and ultimately last.