Branding is such a misused and misunderstood term. I’ve had people approach me and ask for business cards or a website without actually having any kind of logo or type style at all. This is what I would describe as branding and a product without branding is… um… well weird.
Who are you? What do you do? Who do you do it for? What are your processes? These elements form your brand identity, which is indeed part of your branding, but branding is much deeper than that and that’s why it’s so crucial.