The first use of a brand was just that - a 'brand', a mark of ownership on cattle. Later, trademarks were used to define individual products. Over the years branding has come to mean something slightly different though. Wally Olins, a leading authority on branding, defines it as an organisation's 'personality'. Read more about brands, corporate identity & logo design.
If you want to compete in the marketplace, you really need a consistent image which will not only be identifiable by your clients, it should also project how you want your business to be perceived - modern, elegant, efficient etc. You and your staff should also feel good about it.
Whether you are starting a business or feel your identity isn't up to scratch, my advice is to look at the big picture. Not only will this deal with many problems at the same time, it will save on costs. Give me a call and see how.