A thought or idea that represents, en masse, a feeling, belief and statement about a product, service or company. Over time, the brand becomes an essence that becomes established through repeated positive engagements.
A Brand Steward is responsible for managing brand compliance within and outside of an organization. This extends from product development through to brand identity.
This can be a daunting task, but the creation and publication of brand guidelines (both online and offline/PDF), consistency can be achieved.