This article, Where Marketing Ends, Branding Begins from Kiss Metrics, is a very good, easy to understand overview.
What do most people get wrong?
Misconception #1: Branding is marketing / advertising / promotion / anything to that effect.
Misconception #2: You are the ultimate authority when it comes to your brand.
Misconception #3: There exists a formula for success when it comes to branding.
Do yourself a favor and read the rest of the post...