Branding has three main components, visual, voice and promise.
Visual Identity is what your audience sees. Things like your logos, marks, fonts, layouts, photos, videos, icons, colors, uniforms, storefront etc.
Voice is what your audience hears. Things like your web copy, ad headlines, whitepapers, sales material copy etc.
Promise is the feeling those two things combined evoke in the audience. Humans absorb marketing communications through what they see and hear and make a decision about your brand by the sensation that communication brings.
For example, is your brand promise to bring joy? Then your visual identity and brand voice will reflect that and evoke a feelings of fun and delight in your audience.