As brand strategists, which are our hero brands? As consumers, who has earned our continuing business and our loyalty? Apple, Starbucks, Disney, Coca-Cola, Google, Nike, Virgin – these are the names that resonate, both personally and professionally.

Each of these brands offers us a sense of belonging, the distinct impression that we have been heard and provided for. Each has established its own unique identity in relation to ours, its own means of addressing the desires, needs, lifestyles, and aspirations of its consumer base. In coming into contact with these brands, we come in contact with an aspect of ourselves, we feel understood.

In both secular and religious contexts, the individual search for the soul demands an understanding of the self in relation to society. This knowledge frees us to go forth into the world with a set of guiding principles, values and desires upon which to act. In the midst of the confusion of modern life, this "sense of self" offers stability, direction. With this goal in mind, numerous practices of self-discovery have been developed, from psychotherapy and self-improvement workshops to a variety of spiritual practices. From doing yoga to taking pharmaceuticals, we have stretched, softened, and stimulated every resting place for the soul, hoping to draw it out. Yet for this writer, and for so many of us, the goal of self-discovery has proved remarkably elusive.

And so it has been for the many companies that have come and gone, or those that dwell in a place of relative indifference. Yet engineered or evolved, the brand identities we admire today serve as proof that, with resources and commitment, breakthrough results can be achieved. Several methodologies have been developed to ensure the successful discovery and creation of a brand identity. I would like to propose that the practices aimed at developing a sense of purpose in the individual sphere can be repurposed for the business ecosystem to guide the process of successful brand building.

Let's take Buddhism as an example. With its emphasis on meditation and focus, this practice has caught the Western imagination in recent years. There are three essential elements of Buddhism: Buddha (the Enlightened One), Dharma (the Path), and Sangha (Community). Buddha represents the zenith of these teachings - a personification of what is possible when practice and dedication meet. The highest goal in Buddhism is the state of enlightenment in which we find ourselves in perfect relation to the world at large. For the purposes of this article, let us substitute here the achievement of our hero brands: a true connection with one's community, a place of insight that creates meaning and relevance for the individual. In the discovery of a brand's soul, this is our greatest aim.