The Earned Brand’s story is not simply told, it is demonstrated and experienced; and to do that, brands can’t operate with a style guide alone. The Earned Brand has a world view and a belief system; a purpose and a reason for being – one that defines not just the communications, but how the brand behaves online, offline, and in all contexts. An expressed set of values informs which products are made, which language is used, how customers are treated, and ultimately the legacy the brand leaves in the communities it serves.