Your company is just like a person. It has a feel, a personality, a vibe. Branding is how your company "talks" to the outside world. Here's all you need to know:
This is "all the craze" with the kids these days (and their baggy pants and their rap music). Actually, with everyone. This is the next frontier of marketing. Don't get left behind.
Nothing can turn a potential customer off faster than poorly-written copy. The words you choose are essential not only to communicating your brand and as the first proof of your competency.
How do you know if what you're doing is working? You can't know for sure...that is unless you make a strategic plan ahead of time, decide on which metrics are important, and collect data.