If you think branding is important, you are right. If you think you should spend money on branding, you are right. But if you think your brand is your visual identity—logo, website, product packaging, that sort of thing—then you are completely and miserably wrong, and very likely to waste a lot of money.
You probably think a brand is a visual identity because of “big brands” like Nike and Apple and Google and Coke. We identify those companies by their logos, by their packaging, by the unique visual style of their products and websites. Read more on Kiss Metrics