Integrity: It takes self-balance and moral verticality to practice this job, which can only be proved, not stated. Digging for the most inner-ly authentic and outer-ly relevant truth of a business calls for decent resilience, nonjudgmental disposition, silent astuteness and method.

Business Inquisitiveness: Branding of an entrepreneur goes intimate with an in-depth delving into the intimacy of his business. Branding and business strategy breathe through the same pipe.

Palpable and countable value as key deliverable: If branding is not about a visible increase in reputation and revenue, it is for nothing.