Branding starts with a logo. Branding is everything that revolves around your business... It's your colors. Specific colors set off emotions and feelings. You have to be specific when it comes to your brand! The PMS colors chosen are consistent through out all of your platforms. It's about the typefaces that are chosen. Everything is chosen and well thought out for your brand. This helps your brand be easily identifiable.
Even your patterns and graphics for your e-mail and social media marketing.. Everything all comes together for your brand and it pays for a professional graphic designer. Your audience wants to see consistency with your brand and identify these things! It's proven.