Pat and Tony from Bridge Farm in The Archers are launching it as a brand for a variety of products. Your brand must fit with your business needs. Long production runs sit ill with a brand that emphasises exclusivity and limited availability. It has been suggested that the characteristics of a brand can be defined by describing it as a person, or an essence. But make sure this is distinctive you, not the whole of your industry.
Consistency is where life starts to get more difficult.
Everything you do and say needs to build the brand value. The beat of the same drum must run through the visual image, the physical environment, customer care, and the face you show the world from the telephone answer and throughout your employees. Communication takes a number of routes, but don't overlook the Internet as an important medium for the next decade, as well as media relations, print, and face to face techniques. The only way to be sure your branding is doing its job is research - from full blown market research at one end of the spectrum to simply asking people you deal with what they think. Then correct the weaknesses so identified.