Branding can be a lot of things - but basically its the value clients / consumers perceive about your product or company.
Know who you are? Which values are attached to you? And have a branding plan for the future to come?
To work with branding you have to know yourselves and how you are perceived. The right questions will help you on the way. And first then will it be possible to communicate your values so it fits your strategy and hits in the hart of the target audience.
Branding is a large piece of work, that normally starts with a little story.