Branding is your logo/colors/overall identity for your company, etc.
This category would include something like a a contact form, google map, calendar, etc. Anything outside of standard text on given page would be considered a special feature.
A content management system, or CMS, is a backend system that allows you, the client, to login and manage the pages, and the content on those pages, for your website. There are several pre-existing solutions such as, Wordpress, Expression Engine, Drupal, Joomla, etc. However, sometimes a custom solution is needed. A custom solution is a big project, and will cost you. Although if you opt not to use one and you need your content updated regularly, I can always come back in to update your content for you (fees apply).
This category would include things like a blog, a shopping cart, or any additional functionality you need to add to your site.