"A coke and a smile!"
I would be willing to bet that just about everyone today recognizes this slogan.
Branding is process by which you associate in peoples minds a name, slogan, or logo with a product. Included in association are all of ideologies for which your business stands for. For instance, suppose you own a publishing company called "The Writer Writes", with a particular type of fountain pen and paper as your logo. You focus all of your efforts only on resources for writers who want to develop a strong literary style writing only about what they know as fact. Over time, your logo and name will automatically conjure up images of a place to go to publish your informative writing. You have "branded" your business. The power is now simply in logo and name. Simply plastering your logo everywhere you can find is advertisement enough.
So, how can you brand your business?
(1) Try giving away free reports and articles. Because everyone is looking for content, and everyone will take something that is free, you really can't lose here. Better yet, this technique is viral, meaning that your articles and reports will frequently be passed from person to person.
(2) Stick with a slogan, logo, and theme. Don't keep changing things around. Remember, branding involves memory. You want people to remember you and your site. Don't make them work for it.
(3) Hold contests for free giveaways. We all live our life to some degree on hope. By holding contest, with no strings attached, people will flock to sign up and at same time will be exposed to your business name and logo.
(4) Target a niche. Pay attention to what type of visitors are arriving at your site. Are they doctors, lawyers, stay at home moms, high school students, or other online marketers? This will provide insight into what type of brand you should strive for. The easiest way to brand your business is to narrow your field of view and reach a very specific target that is relatively untouched by competition. This way only thing that people see is you.