Thank you for your writing Tim Denning. Read it often and always enjoy being challenged to think in new/different ways. Here, I tend to disagree. Empty pursuit of “brand” at the expense of value or actual results will ALWAYS fail. The problem is a complete dismissal of brand can change perception. The fact is that perception can often be reality. Talking about “personal brand” or being on social media without a purpose is the failure (that’s not the fault of overall practice of branding). Using digital tools/platforms to help add value or discuss what you find valuable AND, especially, what value you can offer a potential friend, client, colleague or organization isn’t empty branding.
Anything done without purpose and clarity will be meaningless whether that’s personal brand or building a business. Act with purpose and the rest will follow.