As someone who has been a "brand practitioner" for more than twenty five years, there's one thing I've learned.
Branding is bunk.
Because most people get it backwards. They think "if we build an amazing brand, people will love our product." In truth its the other way around.
Build an amazing product and people will fall in love with your brand.
When you think about branding this way, it changes things.
No longer will you build elaborate marketing campaigns designed to create a strong emotional bond between a prospect and your brand (something that's nearly impossible). Instead you'll build marketing campaigns designed to get prospects to try your product (something that's a lot easier).
If your product is good enough people will bond with your brand based on their experience.
No amount of marketing will make people fall in love with a mediocre product.
Does that mean you shouldn't know what your brand stands for? You shouldn't have a concise, consistent promise? You shouldn't tell your story in a unique and differentiating way? You shouldn't weave that into every aspect of your company from customer service to R&D to sales to marketing?
Of course not.
It's just that so many "marketing professionals" have substituted those activities for actual marketing objectives.
Branding is not an objective. It's a strategy.
Your advertising, social media, promotions, PR should be designed to do two things and two things only: encourage people to try your product and get people who have tried your product to buy more.
If anyone at your agency tells you something different, start looking for a new agency.