The chief benefit of good branding is it multiplies the effectiveness of all of your marketing efforts.
This is primarily a matter of consistency.
That means the various elements of your branding must be consistent one with the other. A color scheme that communicates “excitement” doesn’t go with a branding that is overall about bringing peace and comfort. (More about branding elements later.)
It also means that your branding must be brought to bear in all your marketing, so that you have consistency of image and message throughout your marketing efforts. All your marketing items must be consistent with each other and over time. Whether it is letterhead, on-hold messages, website, print ads, billboards, TV commercials, direct mail – only by consistency of one with the other do you get your various efforts reinforcing each other.