Is Branding A Superficial Cosmetic Activity or A Substantive Exercise?

This is a question I used to wonder about. Deep down I believed ‘brand’ and ‘branding’ to be essentially a surface, cosmetic exercise.
As for ‘personal branding’ the activity had connotations of people learning to be false and less than real. After all, if they spent time thinking about how they wanted to come across, surely that meant they would be artificial rather than authentic? Such people would be too focused on creating the ‘right’ impression rather than being themselves. This is what I used to think. I doubt I’m the only person who has thought in this way about brand.

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