Amongst all the great reflections on art and the creative process, this one stands out:
"Don't ever feel ready"--Placido Domingo.
It's akin to my own adage, "How do I know what I think 'til I see what I say," because the suggestion it carries, for me, is that I must always be ready for the next discovery, the next surprise.
It has, too, some relevance to our discussion of "branding." As I see it, branding assumes that I already know who I am as an artist--writer, musician, actor... If I brand myself, I become a known entity. "Being ready" implies having it all down pat, knowing who I am, where I stand, and what I have to say or do. Creativity, though, is all about discovering who I am--those parts of me, those ideas, those actions, those paths I don't already know. This is what makes it exciting, and eternally new.
Bottom line: Branding says, "This is who I am." Creativity asks, "Who am I?"