Why is Branding important?
Face the reality, your product can be copied by other makers.
But your brand will always be unique to you. In fact, the most valuable asset you have is your brand identity.
For example, Pepsi and Coca-Cola taste very similar, however for some reason, some people feel more connected to Coca-Cola, others to Pepsi.
The primary differention between you and Amazon, is your brand. In the customer's mind, Amazon may represent a wide range of mainstream products, priced very competitively, and delivered quickly and efficiently. The customer may consider you a craftsman who creates handmade products, offering personalization and quality. While you both may offer similar cutting boards, the brand reputation of each helps the customer decide which option is appropriate for their circumstance.
So constructing a brand story like "craftsman of handmade products offering personalization and quality" involves reinforcing that message throughout the buyer journey. Showing examples of your quality and personalization capabilities. Including customer testimonials. Developing relationships with your buyers. And offering value that competitors cannot match, because they don't have you.
Because if you don't, someone else will.
So exactly what is Branding, and how do we do it? Start here