Branding vs Cloning

Recently I’ve been thinking more about branding. Branding. The “buzziest” of buzzwords, trumped only, perhaps, by “viral’. I‘ve been around long enough to remember when branding became a thing. Admittedly, branding is probably the best thing. Best because it’s foundational. Best because it’s true. Best because it’s the expression of the core. But what is it then? Expensive? Consistent? Your ID guide and logo pack? Really it’s all of those. But there are two things to think about: brand and branding, and everything falls into one or the other’s column.

Photo by Phil Shaw on Unsplash