How your branding style affects consumer behavior

Definition of branding: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products 

Your brand strategy is how, what, where, when, and to whom you plan on communicating and delivering your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally is part of your brand strategy, too. Now how does this affect consumer's behavior? what do you need to do to drive positive consumer behavior