Branding is often discussed as a visual discipline. Logos, typography, color systems, and layouts dominate brand decks, workshops, and identity guidelines. This emphasis is understandable: visual elements are concrete, easily reviewed, and relatively static. They can be printed, compared, and approved in isolation. Yet branding, at its core, is not about what a brand looks like. It is about how a brand is perceived, interpreted, and emotionally processed . And in this process