Branding means promoting a particular product by means of advertising and distinctive design. Personal branding is the practice of people marketing themselves and their careers as brands.
Companies use branding to instill trust in their customers and so that customers can remember them (think of Starbucks logo and feeling it evokes). For this reason, you can also use branding on your resume to leave a lasting impression on the hiring manager by incorporating a design.
By incorporating a logo design, unique layout and typography, as well as color-schemes on your resume, you’re guaranteed to stand out in a pile of resumes that look the same. But more importantly, you’ll create an interest in the hiring manager to meet you (and compliment your resume).