This presentation from WordCamp Columbus #wccbus covers how to build a strong brand online. Brand building is what makes people fall in love with brands - it is the inspirational aspect of marketing.
The presentation includes 5 steps to effective brand building:
1) Assess the blogosphere or the landscape. Who are your competitors? What are people already doing? What works? What doesn't?
2) Determine your Audience - Who are you trying to reach? What are they interested in? Where can you find them?
3) Define your brand - Where do you fit in? What is your unique positioning? How will you be different? What does your brand stand for?
4) Bring your brand to life - Execute against the desired position/look/feel/character that you want to build for your brand.
5) Brand building Principles - Clear Positioning, Single-Mindedness (don't be afraid to be niche), Consistency, Personality.