Marketing people (and I include branding people among them) have an unfortunately well earned reputation as being people that only care about the surface of things. Of logos, messaging, promotions, packaging, and presence.
I come at branding from a simple core philosophy. The strongest brands have a coherent and consistent BEING and DOING at their core. That's not to say what you say and how you say it isn't important. It is. But it's secondary to what you do and how you do it and WHY you do it.
More on this another time.