As employees, people do not want to be branded with your logo. They would rather see themselves as different, special and unique.
In fact the more you throw the brand (or even the word "brand") in someone's face the more they will rebel.
People don't want to be branded in a lot of ways.
We don't like relationship labels...religious labels...neighborhood labels...class labels...gender labels...any kind of labels.
Because there's always an exception to the rule.
Because we need to preserve our privacy. Meaning, that gray space between our secret inner selves and the glaring harsh light of the outside world and how people judge us and label us.
In a world where privacy is functionally over - and let us be clear that it absolutely is - how do we attain and maintain privacy? Regain it?
The only way, I think, is to make the personal choice to respect it.
Just because you can see something, know something, doesn't mean you should.
Let people have their space - don't try to label and capture every aspect of them. As an example, if you are a job recruiter, this means leave their social media alone. But it also has broader implications, when you consider the "real person" behind a leader of celebrity figure. And obviously there is a lot more to be said.
I am all for branding in the sense that we clarify who we are and what we offer to the world in terms of personality, products and services. But there is a serious line there that we should not cross.
In a free society it is important that people have their space.