Branding is the ultimate objective.
Every contact point between an organisation and the world beyond is a point of interception and perception. At this point Branding occurs.
Successful Branding is the careful communication of the organisation's ethos and aspirations across all contact points. Consistency is the key: continue to speak the same visual language across all mediums and media; and combine that with the attitude of the people; and branding will be coherent and loyalty will follow.
As far as perceptions go, every organisation regardless of size should consider the bigger picture of Brand Building rather than just trying to look good with an adhoc approach. Perceptions are influenced by a deliberate and focused strategy. Eyedeation considers the bigger picture.