The idea of branding is valuable and imperative for business owners and leaders in organizations. By creating a successful brand you make it easy for people to find you. You position yourself in their minds and in return you receive their focused attention and clarity. In a way you are able to attract the customers that you want to attract.
Perception is reality.
It is important that people are able to describe you and your small business accurately. They need to know exactly what you are able to offer them. As soon as you say their names you also identify what offer. Usually, as you mention these companies' special characteristics, values and emotions come into your mind. Fun, excellent customer service, family, clean, innovative.