Many business-specific definitions of advertising add that advertising is non-personal. This distinction is sometimes important because of the role face-to-face sales play in many businesses. A sales force is often considered a marketing strategy, not an advertising strategy.
Branding is also a way to build an important company asset, which is a good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place.