I attended a fireside chat today featuring Adii Pienaar, and one of his points especially hit home with me. Someone in the audience asked a question about branding; something along the lines of "how do you pick the right name/logo?". He replied that those things only account for maybe 10% of your "branding", and that the way in which you interact with your customers is far more important. Brands shouldn't just try to look good, they also have to "act good". The catchiest name and slickest logo won't ever make up for a terrible customer experience.
It's a simple idea, but a good one.