Like a shopfront or book jacket, your branding will say something about your business beyond products or services.
Like an ambassador or envoy, it will represent your business with a reach beyond any other means of promo.
Think of the logos you see in a retail park, on the side of an HGV, or on a high street billboard. They spearhead your public persona. Whether you mean to or not, you’re going to leave an impression on your market. Make sure it’s a good impression.