Branding is the set of perceptions and images that represent your company. How your business is perceived will vastly affect the amount of business and type of clientele you attract.
To run a successful business you will want to manage your company well, but you also have to look like you manage your company well. That first time a potential client sees your logo or business card, they have made important assumptions about your company and the kind of service you provide. That is the opportunity to impress!