A good brand will have no trouble drumming up referral business. Strong branding generally means there is a positive impression of the company among the consumers, and they are likely to do the business with you because of the familiarity and assumed dependability of using a name they can trust.Once a brand has been well established, word of mouth will be the company's best and most effective advertising technique.Branding is absolutely critical to the business because of the overall impact it makes on your company.Branding can change how people perceive your brand, it can drive new business and increase brand value - but it can also do the opposite if done wrongly or not at all.