Branding is not the same thing as a visual identity. Branding isn’t what you tell people you are, it’s what people think you are. Brand is your business’ personality. You can’t control it completely but you can guide it to a certain extent but to do so, you have to first have a clear idea of who you want your business to be.
If your business were a person what kind of personality would they have?
Ex: Geeky? In crowd? Athletic? Professional? Sense of humor?
If your business were a magazine (or a couple of magazines) what would it be?
Ex: Wired meets Martha Stewart Living? Inc meets Garden & Gun?
If your business were a famous person who would they be?
Ex: Mick Jagger? Donald Trump? Lady Gaga? Michelle Obama?
These are just some quick questions I sometimes ask people about their business. The simpler version is “how would you describe your business? What kind of adjectives would you use?” Knowing this can be very helpful for creating a design to match.
However no amount of saying one thing will change how people perceive you if you are clearly another. IF you can barely turn on your computer and you think doing a self promotion on facebook once a month counts as social media, you clearly are NOT a tech savvy, social media wielding entrepreneur.
If you want more ideas or details,
the following is a good slideshow on the subject of brands:
The Brand Gap from coolstuff