Google uses the concept of brands -- not actual brands -- as a signal for ranking.

Brand = Trust.

It's what tips the scales in that split second where we decide between the known and the unknown.

Where does that trust come from?

Prolonged Proximity = Trust

To people, prolonged proximity builds trust.

It is the basis for the "can you watch my luggage?" dialogue in transportation waiting rooms across the globe.

Prolonged Exposure = Trust

Prolonged exposure acts the same way.

By seeing a brand name -- be it personal or a company -- time and time again, we grow recognition.

Recognition in turn grows into trust.

Build Your Brand

To build your website into a brand, cause prolonged exposure.

Ask: how can I prolong the exposure to my brand on my web site?

Prolonged Exposure Through Adjectives

Use your brand name as an adjective: "The Monday Morning Ford Fiesta Special", "The Apple Promise", or "The BBC Newsletter".

Prolonged Exposure Through Design

Use a logo that doesn't cloud the brand name.

Feature the brand name at the top and at the bottom of the page.

What Else?

What other ways are there to turn a simple visit to your site into a brand indoctrination session?