Brand building on the Net has to be handled in exactly the same way as traditional brand building. And the principles we know so well from B2C branding will also work, in most cases. All these parameters build a brand. A logo doesn't do the trick alone. Companies with personality prove themselves to be winners time after time.
Personality displays a difference, distinguishing a company from others.
In addition, personality and individual thinking should be reflected on the site. The situation I'm describing is similar to that in 1995, when the quality of branding on a B2C web site was similar to that faced by B2B sites today. The excuse in 1995 was that it wasn't possible to replicate the branding identity you could achieve in brochures and television commercials. Well, it was possible. We just hadn't figured out how to translate branding identity to the web medium at the time.