Relevance can manifest itself in three stages of brand maturity:
Stage one: Personality. The brand works to become clear and compelling to customers (the brand behaves as a learning child). Dependence.
Stage two: Character. The reputation of the brand and its behaviors are known (the brand behaves as a young adult, sorting out priorities). Independence.
Stage three: Purpose. The brand has an ongoing reason for being that is widely understood and reinforces the brand's behavior (the brand behaves as a mature adult with a mission in life). Interdependence.