Branding is about innovation- to be able to introduce newness in the place of the sameness of business as usual- the kind of newness that comes with a new future full of exciting possibilities. This is what allows the brand to authentically reposition itself to make better use of existing opportunities. This is what positions your brand, as not just better than the competition but, as the only player in that perceived market niche.
Branding is about authenticity. The company's core values need to define the company culture. A brand’s values are in the background but it creates the context for all that the brand does.
Branding is also about integrity and excellence. Trusted brands are ones that behave like people, showing empathy, being real, and even flawed but always one that stands by its brand promise. They are congruent to why they exist and consistent in their communications and actions. This creates trust in the brand which is an invaluable asset for any company or startup.