Many people assume branding is the logo and identity system... It is that, but it's also how you carry yourself. Branding is all the things you make and do, from graphics, swag and collateral to your hold music... and how employees interact in the break room. These things should be intentional, baked-in to your organization and part of your thought out strategy.
Brand however is your reputation. Brand is what people feel about you when encounter or think about your org.