Google uses the concept of brands -- not actual brands -- as a signal for ranking.
Brand = Trust.
It's what tips the scales in that split second where we decide between the known and the unknown.
Where does that trust come from?
Prolonged Proximity = Trust
To people, prolonged proximity builds trust.
It is the basis for the "can you watch my luggage?" dialogue in transportation waiting rooms across the globe.
Prolonged Exposure = Trust
Prolonged exposure acts the same way.
By seeing a brand name -- be it personal or a company -- time and time again, we grow recognition.
Recognition in turn grows into trust.
Build Your Brand
To build your website into a brand, cause prolonged exposure.
Ask: how can I prolong the exposure to my brand on my web site?
Prolonged Exposure Through Adjectives
Use your brand name as an adjective: "The Monday Morning Ford Fiesta Special", "The Apple Promise", or "The BBC Newsletter".
Prolonged Exposure Through Design
Use a logo that doesn't cloud the brand name.
Feature the brand name at the top and at the bottom of the page.
What Else?
What other ways are there to turn a simple visit to your site into a brand indoctrination session?