Your brand is everything when it comes to your business, and your business is not your brand. Your business is what you do professionally to earn money, and your brand is much more. Your brand is a mix between yourself, and what you're selling - be it a product, service, or information. Your brand is the best parts of yourself, combined with your businesses core values, intent, and purpose.
Your brand is your name, it's what people imagine when they hear about you or your business. Your brand can be strong, or it can be weak, you could have authority and influence, or you won't. To build a strong brand there are some key things you must do.
SEO has changed so much in the past five years, and some believe it is dead thanks to Google's new algorithm for rankings. This just isn't true. While the old days of being able to provide paid rankings on the first page of Google are certainly over, the need to optimize has not changed.