Actually most branding experts don't fall into those traps.<p>They do however fall into the trap of thinking that you can actively brand something, just as you do with cattle.<p>At the end of the day, your brand reflect <i>everything</i> about your company. From call center to email updates etc. Most importantly is your product (it didn't used to be like that)<p>The things that matter is the experience you give, not the narrative your frame it within.