Brand, in this context, refers to the application of a name, logo, slogan, design, symbols, or imagery associated with a company, product, or service.

Your brand encompasses all aspects of your company, both visually and emotionally, as it relates to your target audience. A brand is a promise, and it is also a model of consistency and a point of differentiation for your business vs. others in the space. 

A strong, consistent, and impactful brand is vital for your company to realize its full sales potential. Your brand should be instantly identifiable and memorable, helping you stand out vs. your competitors and positively resonate with your target audience. 

References

https://www.merriam-webster.com/dictionary/branding

https://en.wikipedia.org/wiki/Branding

https://www.ama.org/topics/branding/