Many affiliates consider themselves information sources, or niche environments where people with specific interests meet and communicate. They (and their visitors) consider them to be experts in their fields, but they often dont think of themselves as a brand. Thinking of their site in terms of brand identity is a jump for them. But branding isnt just for monolithic companies like Microsoft or Procter & Gamble.

You have your own unique identity, you do things a certain way, people expect certain things of you they trust you. Youve earned what the annual reports of the big companies call goodwill. Goodwill is the value of the company above and beyond the pile of cash theyd receive if they sold everything the company owned. A niche site with a following has plenty of goodwill. So how do you capitalize upon it?

Create a special logo, typeface and look for your site. Take a look at your competitors and be sure that no one, no matter how quickly they look will mistake you for a competitor. Let your own personality shine through in everything. If you have pet phrases, what better than having them become part of the speak of your niche group. Develop a tagline, or better yet, have an online contest for a tagline. Who knows the brand better than the people whove invested in it? In everything you do, from answering questions on your blog, to choosing the tone of informational articles, keep your brand in mind. Youll know its working when you hear your niche group refer to something as a very (your brand name)y way of doing things!