Be aware as you visit the sites of advertising banners or other evidence of income generation from the site. The right infrastructure must be in place before establishing an e-business presence. Good customer service is a key component of any site. Customers loyalty can't be established if a site is not always available. Please read the below linked news article from TheStandard that drives this point home.
Effective planning is critical in establishing a web presence.
The below URLs provides some insight to many of these questions. Corporate identity is synonymous with corporate branding. The below URL provides good tips for promoting branding via the web.