The brand is a company’s values. It’s how it conducts its business.
Branding is how the company communicates its brand.
The branding should always portray the brand values and be consistent. For example, Virgin’s brand values are: ‘providing heartfelt service, being delightfully surprising, red hot, and straight up while maintaining an insatiable curiosity and creating smart disruption.’ Every piece of Virgin’s branding in some way reinforces those brand values.
As part of the branding a company needs a strong, but simple logo that reflects the brand values and is easily replicated across all media.