The separation between the worlds of branding and IP protection is a hangover from the 20th century and has no place in the fast-paced digital world we now live in, and into which we have been catapulted more completely by the Coronavirus.
A 21st century approach to branding needs to emulate the likes of Google who understand that achieving a strong brand requires an inter-disciplinary approach. They break down the silos in their organisations to enable powerful brand creation.
The small business end of the market is not even aware of the problem that the silo approach entails. The upshot is that founders of businesses undergoing branding get poor value for money.