aakk9999 - 2:30 pm on Nov 13, 2012 (gmt 0) [edited by: aakk9999 at 2:37 pm (utc) on Nov 13, 2012]
Brands convey some kind of promise to customers that with the time create some kind of perception and expectation.
Lets say that you start to rank for some general keywords and that visitors like your site. You may be on the way to become a brand when visitors start to search for your site in conjuction with your stte name, eg.
Brands also have other mentions (citations) on the web and they are often brands offline too, which results in more mentions online as their offline gets written about online.
So as Goodroi said, you start with superior visitor experience, but then you also have to market the site in the right way.
This is why it is harder to build the brand with EMD that are called after the popular keyword searches.
<added>Do not mix being a brand with having a corporate identity. Whilst having a corporate identity is pre-requisite, not everyone eho has corporate identity is a brand. If a hotel has its name and even if it existed for a long time, it is not a brand unless it creates certain perception and expectation in people's mind when the name is mentioned. </added>
[edited by: aakk9999 at 2:37 pm (utc) on Nov 13, 2012]