For most of modern business history, branding carried friction. Designing a logo, naming a company, building a visual identity all took time, money, and effort. Those barriers mattered. They acted as filters. A brand wasn’t just decoration — it was a signal that a business had committed resources, made decisions, and intended to stick around. That friction shaped how trust formed. Today, that friction is largely gone. Branding Was Never Just Aesthetic Logos have always done m