I'm not sure if it's "soul," but I do have a sneaking suspicion that when the people behind a brand have a bigger purpose than making revenue, that the passion and sentiments behind the brand and help to humanize the brand, and induce other's to get behind what a brand stands for. In our own work, we believe that a critical step in creating social media action plans is the development of the brand voice/personality document - this also seems to tie in here.
Great post, Mila!
@RicDragon Ric, it is no secret that your deep insight into branding and discussions we have had on this have really driven the depth aspect home for me, what I call the "soul" of the company/humanized brand. It's not easy to get there and I like the way you've pointed out the critical aspect of helping people get behind something - something they can understand and feel, and believe in. It's so important. Your clients are most fortunate to benefit from your insight, as am I as your friend, thank you so much for taking the time to comment :)