Branding is how you make a business recognisable. Think about some of the biggest brands you know. Chances are, you know what their logo looks like and you know the colours they use, making them recognisable should you see them anywhere. Whether you know or like it, these brands are a part of your life and your overall subconsciousness.
The aim for any business is to have a brand that works like this, making you a household name. Your branding is going to be a big part of this, making you memorable and making sure you can communicate your message clearly. This is why you need your branding to be consistent. The aim is to get to a stage where people know who you are, and just a colour of small logo will remind them of you. Once this is beginning to happen, you branding is beginning to deliver for you.