I like the juxtaposition of Vision, Innovation, and Alignment as arrowheads of branding. The founder of the magazine Fast Company talks about "branding in the marketplace" and "branding in the workplace". Brands (and my favorite brand definition is "compelling promise, delivered") must not only align a company's offer with a customer's need, but also with employees passion and capability so the brand is genuinely and authentically created/delivered. 

I help companies "build and sharpen their business to better compete", so I thank you for the thought-provoking concept of VIA (vision, innovation, alignment)