When I was in college, I took an Intro to World Religion class. As one would expect, it covered the major religions: Christianity, Islam, Judaism, Hinduism, Buddhism. Since this was an academic class, we needed a framework to learn about each religion. Every religion shares 5 common elements that define their faith.
They are essential to the religion. These elements bind its followers together and distinguish it from other faiths.
The same could be said of brands.
Every brand should have beliefs that it stands for, like simplicity for Apple.
Every brand should have rules, which it lives by, like only selling natural and organic products for Whole Foods.
Every brand has specific rituals or processes for how it delivers its product, like Four Seasons’ service oriented culture.
Every brand has symbols, like its logo or style guide.
Every brand has stories, about its founding, about how it delivers value to customers.
Brands have the power to engender devotion. You just need to inspire them to believe.