Who am I? Who needs to know? Why do they need to know? How will they find out? How do I want them to respond?
These are the initial questions of branding. Branding is a "trustmark". It's shorthand. It's a sorting device. It's part of the competition for share of mind.
Once branding is established, part of the followthrough is authenticity. Authenticity refers to self-knowledge and making decisions that are congruent with that self-knowledge. The actions are to be aligned with heritage and value proposition.
These are the questions I am mulling, distilling.