It isn't all that often that I come across a presentation or article that I think truly nails it, but here is one that slide by slide gets it right. The gentleman who created it is Paul Isakson, Senior Strategic Planner at space150 in Minneapolis, and he's done a fantastic job in explaining what seems to be a difficult concept for far too many.
A brand, just like a person, creates value based upon what it gives the world--not what it says about itself. Do good. If you care about your people or your audience, take the time to understand them and their world. Do something that helps them. Give them a reason to appreciate you, and most likely, they will.