Branding is the first handshake the customer gets from you. Will it be firm? Gentle? Include a pat on the back? Will you smile? Will you bump fists and then do the secret Batman handshake? It all depends on how you want to present your business.
Branding tells your potential customers what to expect from you. A logo and design vocabulary convey the essence of the brand, and can determine how the customer feels about your business. This is why branding is such an essential part of building a business.