A lot of my Online Marketing friends have mixed understandings of branding - here is my definition. Correct me if I'm wrong, and feel free to add some points.
Your ‘brand’ goes far beyond your business name and logo. It is your entire image and the way that you are perceived by your customers. It’s your reputation and it’s the emotions and attitudes that are associated with everything you do, and all that your business stands for.
With an internet business, strong branding is extremely important, because it helps customers to clearly identify what you are about. It will differentiate you from your competitors and, by practicing what you preach, will create a desire within your customers to be associated with your business. They'll want to 'belong' to your brand.
Branding is not just about portraying an image through clever internet marketing though. If you try to portray an image that isn’t true, then your customers will see through that. You really need to find out what you, as a business, are all about. Then consistently and clearly portray that brand, making sure that your staff, website and product or service do the same.
NOTE: Since writing this thread I have also posted a video I made about branding. Check it out at: http://www.warriorforum.com/showthre...1644#post41644