Yes. They are definitely contributors but there’s a 360-universe that comprises a brand and those elements are only a part of it. A key part of your brand is the brand promise: what are you going to deliver? It’s great if you can promise to deliver something no one else is talking about. My company offers 60%-1,000% return-on-investment. We back it up with numbers from actual clients. A promise like this may not have clients knocking down the doors, but they ARE going to remember a promise that breaks through the clutter.
In what used to be called image marketing (such as fashion, liquor, and in the old days cigarettes), you are often selling a story as the brand promise. A story that the buyer believes will become their experience if they purchase and use the product. Ralph Lauren is a master at creating stories that invite you to participate by wearing his clothing.
Below are some links that offer advice on branding for any kind of business (even Tom Fords’ advice works beyond the fashion world).
http://www.manta.com/TOTD/marketing/20140220/tm0h1bq
http://sethgodin.typepad.com/seths_blog/2009/12/define-brand.html
http://www.vogue.com.au/fashion/news/tom+fords+14+tips+on+building+a+fashion+brand,28189
Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.