The definition of a branch is closely tied with slicing up of the Hilbert space of the universe into smaller Hilbert spaces of its interacting constituents (which is, obviously, non-unique). If you view the big Hilbert space as a tensor product of a number of smaller spaces, that gives you a natural set of basis states and an evolution Hamiltonian, which, when applied to any basis state, will likely turn it into a superposition, thus "branching" it.
There is a preferred slicing that identifies conscious beings as basis states. It is convenient because these states are relatively stable. Under the action of Hamiltonian, a conscious being can remain the same (be an eigenstate), evolve in a slow and continuous manner (move), or occasionally undergo discrete branchings when it acquires new knowledge.