Corporate and personal brands have two components. One can be called the brands core identity. Core identity describes what the corporation or individual does: develop software, provide air transport, or do open heart surgery, for instance. It is core competence.

Unfortunately, core identity — competence — can be easily benchmarked and emulated. While it is vital for a corporation or an individual to stay focused on what it or he or she does best, the reality today is that there are lots of companies and individuals that are smart and do things well. So doing things smart or well isn't enough to attain industry leadership, or build a strong brand. That requires a strong extended identity that clearly, meaningfully, and credibly sets the organization or the individual apart from competitors.

Extended identity is who we are. It is the qualities and characteristics of the organization or the individual that aren't so easily emulated. An extended corporate identity can be provided by organizational heritage, personality, a logo, lifestyle associations, a celebrity endorser or all these things. For an individual, extended identity may evolve from a distinct speaking style, fashion and appearance, lifestyle, or personal struggle in overcoming obstacles to development.