“The essence of strategy is choosing what not to do.” – Michael Porter
This is true for corporate strategy, large-scale economies and even employer branding. You can say what you’re all about, but what you also need to do is define the “edge” of who you are.
A strong brand isn’t a series of nice ideas you aspire to, because that means nothing. However, defining the limits of those ideas creates structure and realness to your aspirations and goals.
To succeed, you need to define who you aren’t.