The interface of your site should be user-friendly, intuitive and beautiful. The content should be connected with each other, correctly positioned on the page and be easily accessible to the visitor, as well as lead him to perform the targeted actions that you expect from the user.
Branding is the nature of your company. This is an individual visual image. It determines how many buyers your brand will have, whether they will enjoy interacting with your business, and whether they want to recommend you to their friends.