Especially in the current market, where new businesses are cropping up every day, in every niche and every location, branding is everything.  Your company's brand is the fastest, most symbolic way a customer can relate to your company and differentiate it from any others like it. 

In fact, brands are so powerful that they generate loyalty from customers who use and trust the them, bringing repeat business from old customers and attracting new business by being so popular and successful.