You already have a brand. Your brand is your reputation. Large companies spend billions on building their brand. These branding messages effectively sculpt a company's reputation, and enhance its familiarity among its customers. It's common knowledge that we buy from familiar establishments.
Familiarity breeds the perception of quality.
When traveling, I enjoy finding new and different places to eat. However, when traveling with my teens, we find ourselves settling for McDonald's or Burger King, rather than enjoying a locally owned restaurant, which is likely to be of better quality. To my teens, the McDonald's or Burger King brand communicates an acceptable level of quality. For most purchases, we choose familiarity over quality simply because wewould rather not risk having a bad experience. They opt to have no experience over a bad experience.