I’ve always had a problem with the verb Branding.
I think some companies spend way too much time thinking about logos and colours.
Of course, I believe in the importance of having a strong brand, but the reality is that a brand is a reputation, not a typeface.
You should try to make a good first impression with your appearance.
But in the end it is what you say – and even more importantly what you do – that matters.
In the long term, the way we treat people has far more impact on our reputation than our outward appearance.