Branding is important and has been around since Caveman* times, as signs to represent a group of people or to identity something.
Logos and symbols were being drawn as early as the stone age.
In more recent times farmers have marked cattle with red hot irons to represent their ownership. The modern world has followed this system and we see logos in all areas of life to represent a product or service.
Branding is important because it helps people identity and navigate to each service, tribe or brand.