Resonant companies are clean, consistent, and meaningful. They enjoy fanatically loyal, deeply engaged customers who have made the brand part of their own identities. These companies have adjusted their brand personalities to better match and deepen the relationship with their most valued customers. They have pared down the behaviors and traits that would conflict with what their customers know about them.

Branding with resonance is about knowing who you attract and why you attract them. It's about making choices around what naturally happens in the growing relationship between a customer and a company.

Amplify the undeniable truth of your company, while reducing the behavioral and systemic noise that gets in the way of a customer's deep understanding of you. When you do this, you become a resonant force.

Get your fans working for you – so you have an army of advocates out in the world, ready to defend your reputation and recommend your products. You can't do this by fabricating a false image. You can only do this by walking your talk, and by proving you actually value you claim to possess.