Brand is the beautiful mesh of graphic design and photos with your PR. There are entire huge heavy books on Branding, but I’ll try to sum it as quickly as I can. As Coca-Cola is almost inseparable from the word “soda” the ideal situation is that your local business is tied to your specific service; ie. Rick’s Garage is synonymous with “auto repair” or Nature’s Garden is synonymous with “organic food.”
This is achieved by the culmination of your products, good service, design and images. It’s a big picture that constantly needs to be groomed and managed (a full-time job in itself.) Brand is everything about your company and even runs all the way down to the soap you use in your restrooms.
Be conscious, considerate and creative with every aspect of your business, if you start at early on it will be easier to simplify and streamline in the long run.