Branding is more than a logo or slogan. Branding is how you choose to present and identify your business. It includes, but it is not limited to, how you handle customer service, your primary business color, your trucks, your uniforms, etc.
By having a strong brand, customers should think of your company when they have a need. With internet growth and the decline of mail, printed media, and radio, how to reach people is very fragmented.