Branding is all about taking the existing product and giving it a spin. Not just a new coat of paint, but a complete cosmetic overhaul. You have to take the item that you’re selling and craft a perception around it that has people tripping over themselves to own it, all while staying true to what the item can and can not do. You can’t lie, but you can make promises.
The trick is as simple as giving a your product a name that stands out. Think of cell phones: The Intercept, The Vibrant, Droid X. Chances are that you’ve now memorized these phone models due to their keen names. Even the iPhone did a good job by incorporating the signature Apple “i” in to the title of the phone. Essentially they make the claim that the iPhone is the new phone. How can you do establish your own brand?