Brand meaning is a key question involving positioning – making strategic choices about audiences and promises. Brand identity is about perception, what people think, and what you might want them to think.
Brands are ideas, perceptions, promises. Future-proof brands reflect the values of the people they serve beyond today's offering. They can reflect a specific human need to a depth that products, services, or even the organizations offering them cannot. When an organization invests (both monetarily and emotionally) in discovering these human needs – the things their customers value – then that organization has taken the first step toward a brand claim that can outlive market changes.
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