Whitey - 12:14 am on Jun 21, 2013 (gmt 0)
you can have a very successful business without becoming a brand
How do you believe this is possible?
However, in my niche I'd say there are only a handful of household names.
Here's your opportunity to build your reputation. Does that start to answer it ?
Big or small anyone can build a brand if they establish a reputation that is sustainable. Even a local coffee shop.
Seems like there's two discussions going on here. Some people are advocating brand building to be independent of google whereas others recommend it as a way to prosper in Google.
If you get your reputation going, and enable your sites through SEO, one of the marketing enablement channels will be Google, who will find you. Your niche authority should be built out around your reputation, not Google's. Think of things that will make you distinct and customers happy.
Google is a brand for search. You are who you are, and you are unique. Then flaunt your offering in a manner that is appealing and seen as unique to you. Market it. UI , personal presentations , things you say, do ....etc etc.