Business branding is a good way to make your business to stand out from other businesses that are in your business category. Since you are not the only person operating that business, you need to make your business to be recognized differently your new and existing customers.
To brand your business, you need to look at other values or features that other businesses like yours don’t have and include them in your own business.
For instance, MTN Nigeria did not include per second billing when they started. When Glo came, they added it into their business model and that made them to be different from MTN at that time. All customers want to see new features and values in any business.
If you just want to start a business newly, make research and see what is lacking in other similar existing business and brand your own business differently.