Branding helps give your business its own personalized identity, and will help to ensure that people automatically recognize your company and its products. This is what larger corporations have depended on to make them successful.
First and foremost, you must define your business and decide what it is you stand for, what you represent, and how you will make sales. Defining your brand and your company is absolutely the first and most essential part of success.
WOW them with your logo. A logo really does have an impact on the way people perceive a business. Something that is colourful, not too overwhelming, yet creative is what you want.
A company name is there to do its job, but nothing has quite the impact like a cool logo.