A couple thoughts on this—don't have time at the moment to expand more but would enjoy further discussion:

The word and concept is drawn from a "firebrand" and the leaving of a permanent mark on something via heat/fire. To brand a thing is, in some sense, a violent and refining process.

You are dealing with the identity of a thing (defining it and then effectively communicating it with compelling visuals and well articulated marketing) which is no small or easy thing.