Your branding is your reputation, how customers associate your business with quality, and what you make them feel. It has multiple parts: your visual branding which encompasses your colors, fonts, logos, etc; and of course your messaging and tone of voice. This is why it's said that you start branding even before you have a logo because your audience and clients are already forming an idea of your business. The intangible side of branding that you can influence by being strategic with the tangibles. Personal brands are part of business, too. With our features, no two people are alike, so we make different impressions on different people through our names, our faces, our personalities, and the way we communicate. As well, companies have details that affect what they are and how they are perceived. Establishing your brand requires consistency over time as you grow it to new parts of your business. But it all comes down to setting the tone for that consistency and the vibe/feelings you wish to evoke.