At the core of every brand lies a set of ideas that represents as well as determines the value of the brand. The more effectively a brand is articulated the more a nested set of ideas will become established. Ideally a small set of ideas 'captures' all the lower level ideas in a rich expression of the value of the brand. Normally within this small set one idea can be identified to lead all the others. Brand ideas form the conceptual 'heart' of a brand. Ideally a single idea should define a brand, an idea that captures the practical reality of a brand but also evokes future possibilities.
See examples of brand-ideas I have generated here.