The most fundamental thing to remember about branding.

...is that it is a form of method acting. You have to actually breathe, eat, sleep, walk, and talk the brand. But know it is always a brand and not real. 

That is critical - the capacity to step back and observe, reflect and recalibrate. To orient everything you do toward a specific, focused,  rational goal.

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Reposting my answer from Quora. All opinions are my own and do not represent those of my agency nor the federal government as a whole.

About

Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, www.AllThingsBrand.com and www.DannielleBlumenthal.com, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.