A brand is a symbol
Symbols are designs which represent something else, and a brand is meant to package all of the associations, experiences and characteristics into an abstract construct.
ELEMENTS THAT CAN BE USED AS A BRANDING TOOL
Branding is a complex process that is performed across all types of media, from product packaging, TV commercials and magazine ads to interior store decoration and logotype design. Of course branding also applies to web design.
It doesn’t matter if you’re building a website for a multi-million dollar brand or a personal blog, branding still matters for the reasons outlined above. In the case of a personal blog, branding will help set you apart and make your site memorable.