The B-Word Resolution.
Forget about all this talk of branding and brands. Your focus should be on a simpler model.
A) This is what we produce (and what we think it can do for you).
B) This is how we behave (in every realm of activity).
C) We'll let you decide what we are, what we stand for and what we might mean to you.
You can console yourself with what they say they think of you when prompted in a focus group. But that is probably very different from what comes to mind on those rare occasions when they actually think about you.