Just when I think Michelle Obama can't get any classier than she already is, she does. It seems she's consulting with some very sophisticated advisors on her fashion choices.

Her selections for the inauguration and the evening balls show a very subtle reversal of the choices most would expect her to make. For the events of the day, she picked a dress that made a bigger statement than the dress for the evening. It was a nice way to communicate that the events of the day were the more important events.

The dress she wore for the inauguration, by Isabel Toledo, was a choice beyond convention. Isabel is one of the world's most amazing fashion designers, but she is only known to a very small niche of insiders. Her pattern-making is beyond fashion. It is real craft. A Cuban-American designer with a great deal of experience, the emphasis of Isabel’s fashion studio is not marketing or money. Its focus is on bringing art and experiment to the craft of dressmaking, whether others know about her work or not.

The selection of an evening dress by Jason Wu was also a wonderful choice. The evening was a lighter event about hope and new beginnings. The dress was light and romantic, created by a new, young, Asian-American designer. It spoke of the opportunities ahead.

An extremely detailed level of consideration was at work in the choices. Two minority designers. One experienced. One just starting a career. Both American. Neither associated with prestige or power. The selection of these two designers emphasizes opportunity, choice, inclusiveness, and the value of hard work and talent.

Malia and Sasha's dresses were also wonderful choices. Nearly every little girl in America has access to the J Crew ensembles they wore. Appropriate choices for young girls that supports fiscal responsibility and the value of American companies

Who wins on style: Jackie Kennedy or Michelle Obama? It’s pretty clear that, for Michelle, far more is going on than style.

Michelle Obama was careful to take multiple aspects into account in making her choices. These choices reflect a consistent viewpoint and set of values.

The same rule applies to brand building. A brand exists across multiple situations and touch points. Each contact with the brand should be based on a clear and consistent set of values to provide the best impact for the brand.