These days, when we talk about sustainable processes, businesses and stakeholders, the term “sustainable brand” comes up quite often. However, this is just highlighting something which already needs to be at the core of branding; just like how trade needs to be fair. A brand is a value that your customers purchase. Value is what makes your brand strong (it needs to be underlined that value is now more closely related to reputation than turnover); you need to create value in order to become a brand, and you need to keep your brand value sustainable. Your brand is, or will be, only as valuable as its permanence and depth. Becoming a brand means maintaining your brand’s continuity and always keeping it young by also holding on to your roots. It is not just continuously changing brands or logos completely or breaking all ties with the past as we often encounter. Brands will stay only as fresh and alive as they are allowed to take root. This is why the term “long-established brand” does not mean “old”; on the contrary, it means a strong brand with a history that has stood the test of time. It means it is valuable.