I am currently writing up all my thoughts and experience on branding of which I hope to post in much more detail one day. But I love using this simple mantra.
Authenticity - This is about finding your voice, telling your story, being true to your roots and conveying your passion and being honest.
Balance - Your brand toolkit will help you create a unique style, how these balance is really important. This is a bit like ingredients in a recipe. Too much Chilli and it will be hard to digest!
Clarity - Branding helps focus your business, not only the they way you convey yourself visually, but verbally and the way you act.