What's in a Brand?

Recently, I was challenged with the question: How would you describe your current brand voice?  For example:  Upbeat, creative, fun, hip, artsy, edgy, serious, friendly, passionate, playful, sassy, whimsical, nostalgic, or . . .

This question forced me to do some introspection.  In my heart, I knew my brand—creative, courageous, committed to telling stories about the woman's experience in carving out a path to her North Star.

But had I communicated my brand to the hundreds or thousands ...