As part of the branding framework, one key facet to be identified and thereafter leveraged in the strategy is the identity of the brand in question. The same is evolved after evaluating and formulating the core values that the brand stands for and the source effect or the heritage factor in terms of the history of the company, its track record, the brand's past performance, its core competencies, its competitive strengths, etc., too play an important role.
The core values having been identified, it's only logical to subsequently adapt the same in building an appropriate persona for the brand across all forms of communication.