What is a Contagious Brand? Exactly what is branding and why is it important? Most people assume a brand is simply a logo or a â€œlookâ€ that is affiliated with an organization. However, true branding is incredibly important, even essential for an organizationâ€™s health and success. Itâ€™s why fortune 500 companies spend millions working to develop, enhance, support and defend their â€œbrandâ€.