More on Branding...
Branding is what you do when your product doesn't matter.— Steve Johnson, Under 10.
I know this one'll get the brand-oriented marketers into an uproar but there's a big difference between brandING and your brand.
Branding is a verb; brand is a noun. Branding is the exercise of telling your story to get people to buy your product. Your brand results from years of delivering great products and creating satisfied customers.
In truth, I find that most teams worry way too much about brands and branding and not nearly enough about the user experience that creates satisfied customers.