First impressions are everything. From the second you hand that potential customer your business card, to the flyer they see in the local coffee shop. It's that first view that creates interest with working with your company or project.
How do people perceive your company? How do they feel and think about it? Branding is much more than just slapping your logo on some product and setting it loose. Branding is about building a reputation and being consistent on what you deliver.
What separates you from your competition? How can your customers identify you in a crowded marketplace? Creating a brand that can be identified through the test of time is as important as the product or services you sell.