Radio stations tend to get the whole notion of branding. In many cases they tend to call it imaging, but it is essentially the same thing.
A radio station starts by defining their demographic. They attempt to understand the age group they will be serving. Then they develop a slog or tagline that will be used to brand their station. This can come in the form of custom jingle production and professional liners. If they do this right you will be able to sing along with the jingle in a short period of time and you will be able to say without hesitation what their branding statement is (e.g. The freshest mix of future classics).
A radio station follows through with things like bumper stickers, key chains or Frisbees to help in their branding efforts. These stations do not want to be lumped with all the other stations. They want to be unique and they want to be recognized for their originality.
This is the same premise for web branding. You first need to internalize who you are as a business. You need to be very clear about who you are serving, how you will serve them, and what ultimately is important to you as a business owner. Once you answer these questions...
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