It is the case that not every business wants to or needs to brand itself but in these days of customers being more able to research companies and see what others are saying about them, a strong brand does help.
For a start, it is a way of distinguishing yourself from the competition. An eye-catching logo can make that difference because people scanning through the internet might not always read, but they may recognise your logo from their previous engagement with your website and return to it.
Colour and design can play a role too, and if your website has been designed professionally these can help create a sense of continuity and a degree of consistency in the customer’s mind which helps build trust.
A strong online brand on your website can also help with your offline activities, especially those related to sales and marketing. If someone has been on your website checking out your company and then visits your place of business, consistent branding that matches the website should help them feel more comfortable in their decision to do business with you, than if there were no branding at all.