That’s code language for establishing and supporting who you are, across the board. It may mean developing a name and a personality for your company, your product or your service; creating a logo that differentiates and positions you; coming up with the one short sentence that explains what you do; choosing a look that appeals to the people you think are the right people, and of course, helping them believe that you are the only one who can give them what they are looking for. Yes. All that and more could be part of branding. Here are some examples.

Caterpillar GreEner Power
Del Terruño Grass-fed Beef
Charter School Support Services, Inc.
Business Speed DSL
Project Guys