Branding is not the marketing tricks and tactics that are performed to attract more customers. Branding aims at reflecting the identity of the brand. The brand reputation will be exposed if the brand does not demonstrate the value that generates and the impact, it creates.  

The brand is not just a product or service, it must hold a bigger purpose that transcends the transactional nature of the business. What does the brand stand for? What is the impact it generates? Brand strategy should answer first what the purpose of the whole business is. The answer formulates the whole brand strategy.