On the list of most elaborate and complex languages to learn, branding should be in the top 5. Unlike other languages, branding grammar seems to have no pre-determined rules (and if there are, they are definitely being broken all the time).No doubt, branding is very individualized.
There is no one-size-fits-all. That is exactly why there is such a thing as a brand identity, the thing that qualifies a brand as unique.
The different uses of fonts, colors, messages, images, etc.. are what allow different brands to target different people within the same community.
It is through this process that a brand determines how broad or niche its position in the marketplace will be, and there is a very fine line between the two.