I think one ought put customer satisfaction ahead of the branding of any individual or business.
A brand in 2010 is built on the reputation of your product. Who cares about who or what creates it.
A brand in 2010 is built on the reputation of your product. Who cares about who or what creates it.
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.)
You will probably enjoy this blog: http://www.bakedin.com
Written by my mentor and advertising/marketing genius, Alex Bogusky (formally of Crispin Porter & Bogusky)
However, this hypothetical company would in fact be building a brand. It just wouldn't be built on pretty pictures and stories. It would be built on making me happy.