Your brand is more than the logo and name that you come up with. It is your business identity to the public. Every time you promote your brand through a commercial, advertisement, or anywhere else, people remember (or don’t remember) you based on your identity. Having a strong, memorable, identity sets you aside from the competition.
Pepsi or Coke? Think about it for a second. Maybe you have a favorite of the two, but did RC cross your mind as an option? Chances are, probably not. When people are presented with a choice, they typically only think of one or two options. In the business world it works the same way. When a potential customer is looking to buy a product they may browse one or two merchants that they are familiar with or have remembered because of a catchy commercial or advertisement.
A customer wants to buy a product and has heard two different commercials on the radio from, lets say, Merchant A and Merchant B. They decide to go to these stores and research the products before they make a decision to buy. Merchant C actually has the better product at a better price but doesn’t get the business because the customer did not know about them. Don’t be Merchant C.