I think the discussion shows some of the problems that are discussed, in that by branding you attempt to strip a concept to its core, which may not always be received with equal leniency.

I took your mentioning of branding to mean; give a clear, simple message that provides the receiver just enough information to know what to do and where they fit in, while not too much so that they acquire some of your own biases.

But of course the word branding has far too many connotations.

Interested to see developments on this though.