All these elements need to be balanced in line with each other according to where each is currently and where you want each other to be in the future.
Traditional approaches to branding are mainly marketing-led and tend to focus on communications. While they may touch on leadership and culture, they typically treat these elements as complementary rather than integrated.
We look at the big picture. This is what makes Full Potential Branding™ so different to more traditional approaches that tend to view these elements in isolation rather than a unified whole.