Putting your personal brand ahead of your business brand

I think branding is still pretty powerful especially in a highly competitive market and/or one where you essentially have a commodity business.

brands that are based on social "coolness" can be built with pretty pictures and stories alone... after all, the story is the only difference between the designer dress and the knockoff. But for most of the rest of us, there needs to be something to actually back that up. Some essential quality of the product or service.

For example, for my own brand, not only do I eschew rounded corners and pretty logos, but I also embrace this idea that I'm providing you a commodity product. (most brands try to differentiate, because you can charge more for a differentiated product than a commodity product.) I even say up front that customer service is one of the things I'm skimping on. If you need lots of support, see the other guys. But, if you can handle running it without much help from me, I'll give you the same product for less money.

For me, the brand, and the "story" behind the brand is a way to manage customer expectations, to lower my support costs, and yes, to increase customer satisfaction (by selecting for the sort of customer who will be happy with the sort of service I am able and willing to provide.)

(note, I re-wrote this comment, as the previous version was stupid.)