What do people think or feel when they hear your company name or see your logo? Do your customers think of a quality product? A great value? Pleasant customer service? Do your employees feel a sense of pride in the company? A sense of excitement about working there?
Branding your company is about connecting your name and logo to excellent thoughts or feelings in peoples' minds. Those connections, both positive and negative, are powerful influences on people's behavior, and successful companies create positive connections both externally with the marketplace and internally with their employees.