Meeting the Arcitect - Way Finding

Why is this so important?
How does this tie into re-branding? 

Way finding is the way you are navigated through a space, this is important in order to save time and to view the area as intended according to the design. This is relevant to re-branding a building because with the use of way finding, you can create a brand by using a continuous design throughout the whole space, with use of a scheme which is present throughout the whole building.