I would have trouble adding to that. It amazes me how people miss this, even big companies that ought to know these things.

I have to admit, in between my busy schedule and getting my workflow done, I am fine tuning this for my own company. I use technical expertise to make my web design and graphic design stand out. I offer computer consulting as it relates to the jobs I do for my clients. It's an extra value service, not a stand alone service. I find it challenging to communicate this. I do well with the "older" crowd because it helps bridge the gap, but the younger people with shorter attention spans want to instantly know whether my company does web design, graphics, or computer consulting.

On the web, you have 3 seconds to brand yourself. Pick your target carefully so you can get 5 seconds, 30 seconds, or even several minutes. Target audience means a lot. No branding can reach all people, but good branding can reach the people you need to reach.