A brand at the most basic level is a promise. When we think of 'brand' what do we picture? We picture the logos, the name, the colors. Not any one of those things. We picture a collective experience - something that exists in all that combined. A brand is a promise. Telling a story of how things exist is vital to every business. If you can effectively communicate what it is that you are selling, and how your company exists... people will understand, and trust in your product/service - and keep coming back for more.
A few more to spark you.