It is about the internal discipline of a brand. Branding should be a flawlessly logical and conceptual development from premises to conclusion. If you have this vision of the business, then its mission, values, personality, behavior, tone of voice and external promise should follow organically. It’s really amazing how people are not usually able to articulate neatly what they already have in their hearts and minds, although they live the very reality of the brand, as owners or employees. Obviously from the outside the perspective is much clearer. Objectivity seems to pay off.