They look at the image then that has the sex appeal, or that builds up their appetite, or that includes anyone smiling and looking like they're having fun, and then they look at your logo while that feeling of jubilation and enjoyment is still in their heads. Thus when they subsequently see one of your products with your brand logo on it, they will instantly get that same feeling of enjoyment and will assume that your item will bring them that same sensation. This makes them, very simply, like your company more.

Branding also allows you to become more than the sum of your parts and more than just a series of products or a run-of-the-mill service. If you are clever and represent your brand well you can make it more of a movement and something that people are willing to get behind and you can make your business more likely to survive and more of a positive force in people's minds. Look at Google and how they've branded themselves – they are now more than a search engine but rather an abstract push for better catalogued information and innovation.

Finally branding helps to make your company seem more inclusive. If you use branding in your window decals, your posters printing, your booklet printing and your product labels printing then this makes your business look as though it pays attention to all the finer details.