I'm not a huge fan of the branding culture.
And don't get me started on all that personal branding nonsense.
In my view there is a lot of hot air spoken by a lot of supposed experts.
However where I do agree with branding types is that there must be an idea at the centre of your business. An idea that is customer centric and then you must convey that idea to the market in the form of a story that your market gets.
So all branding is storytelling.
Is it that simple?
Remember simple is often not very easy!