The concept of branding is not a new concept at all. It takes time to create a brand. It also takes some imagination. It does not have to mean that brand design is a complicated topic. As a matter of fact, creating a brand might not be as complicated as many people think it might be. Creating a brand is connected with creating a logo. If you have a brand, you probably also have a logo. Coming up with something nice and eye catchy should not be such a big problem. I know that some people might not feel like doing it. but it does not have to mean that you should avoid the topic of logo and brand design.