I get that it's not selling the product per se, it's encouraging name association (in my other business, making baby carriers, this is something I have worked hard at).

Do you think branding is coupled with marketing? Obviously, I don't have a marketing budget any where near Rackspace. Which is why I was thinking branding might help me out, if I can come up with low cost ways to do it. I like the idea of coupling it with a "unique" service; I think that is key. Now I just need to dream one up.