I wrote a post on branding which is worth mentioning here.

I was thinking about why some websites excel, why some artists are remembered and other not, why Search Traffic without meaningful Branding (to your audience) is not enough. 

It's also true about people - when people are easier to remember and understand based on Branding - it's the evocation of the "elevator speech"; yet I have to admit - I'm often at a loss to explain my own.  companies try to do it with "Mission Statements" but it often sounds artificial and forced.

People need real differences - not an exercise. 

I often dream about the need to take a day off, every six months or so, step back and look at your life, look at what it is and how it can be summarized in a positive way.  Businesses need to do the same thing.

And then you need to carry it out in your communications - and then it becomes a branding message.  

And if you do it right - traffic and conversions should go up.