Central Organising Idea

Related to Vision, Mission etc etc. 

The central organising idea is really useful and important when it comes to branding and communication.

For example coming to the conclusion it's about "exploring your potential" "dietless living" "better sales, marketing and business development for small business", "the perfect family needs the perfect house" etc etc getting to these things certainly helps people build a brand and communicate ot he world as they build a community about it.