Branding is a long-term strategy for developing a brand with the aim of being recognized and appearing in evidence among competitors. Even just from the logo, for example. Just think of Nike, a simple white line on a black background, as simple as it is brilliant because it is immediate to recognize among many.
A branding strategy must have a well-defined philosophy from the beginning, it must be considered that it will influence all aspects of the company, from the way of communicating with potential customers to marketing techniques and approaches.
It is important to choose colors, words, images, style and fonts in line with the emotions you want to pass on to consumers.