Too many people today throw the word “brand” around with too much impunity. “Visit our new company careers site, with our new company colours and logo – we’ve rebranded!” a press release, actually quite a few of them, will trill. “Brand” is a word that should be used with reverence, strike a spiritually harmonic chord and be synonymous with values and deep-seated belief; instead, it’s become a cliché expression for a new paint job, a colour scheme and surface tweaks to an organisation’s public presence. Recently, an organisation contacted Recruiter to announce its rebranding launch and that the content part of the grand rebranding, the retraining of its staff in its new values, would be following in the weeks and months to come. Perhaps we should ditch the word ’brand’ and adopt the word ’soul’ when we’re talking about what makes an organisation tick. That way when we talk about ’brand’ we can talk about the exterior trappings glibly and unapologetically. A ’soul’ is serious business.