As a professional advisor, insurance consultant or any other client-service professional, your skills are the driving force for your business. Much of your business is intangible. That can be abstract and there are a lot of things that will always remain outside your control. Branding helps take the abstract nature of what you do and make it easier to understand and appreciate for a client.
Excerpt from The Advisor Playbook: www.paretosystems.com/the-advisor-playbook