Branding is like gardening. Find fertile ground, your ground truth, or your higher purpose besides making money. Sometimes you have to amend the soil. In addition to your higher purpose might be a premise or worldview. Plant seeds. This is like your vision of what the world looks like when you succeed. Once the seed is planted, or the vision declared boldly, you’re all in. Tend the garden. Water lovingly and weed ruthlessly and relentlessly. Affirm what supports your purpose and let go of what doesn’t no matter how “business as usual” that may be. Attract pollinators, people who share your values and worldview. Wonderful. Now, reap what you sow.