This is one of those hot questions with many different explanations. Here’s one:
Branding is a common visual language for your project/organization/business.
If you can, use this same language in everything you do. The same three typefaces across all platforms, the same icon’s and logotypes in various formats on all platforms. In order to stand out, to differentiate. To let the world know/see/experience what’s unique about what you do.
Speaking of brand-value: Once you have a familiar identity, your audience will add the positive (or negative) experience they have had with you. If they like you, they will like your logo, as they would your face.
If possible, attempt to include your brand values in your design. This requires designers with experience and insight. As design can add value, it can also do significant damage. Good design pays off.