Customers are constantly evaluating where they are going to spend their money. How they perceive a business can make the difference between choosing that business or a competitors.
The same can be said for the products they buy. Customers purchase from an emotional and rational state of mind. They sometimes make decisions superficially and quickly.
Branding reaches out to potential customers. It is about communication. It lets people know what a business is about. That it is exciting and positive to engage with. The presentation of the business can make a big impact on the customers decision.
Branding helps entice the customer who is buying from emotion and how something looks.