Branding works best when you focus on the niche market for your product. Not every company ought to be like a department store, reaching out to every age group and ethnicity.
Source: http://media.ducttapemarketing.com/2009/03/5-simple-branding-tips.html

Bring your image and message under a brand. Develop all collateral and image materials (web, stationery, logo, tagline, cards, postcards, brochures etc) to coincide with the brand and your message.
Source: http://media.ducttapemarketing.com/2009/03/5-simple-branding-tips.html