Hi AJ,

Here's a little Branding to help get you started...

And a few other resources to checkout.

The Brand Called You
http://www.fastcompany.com/online/10/brandyou.html

http://www.brandrepublic.com/
http://www.biztactics.com/reports-branding.php
http://www.psychotactics.com/
http://www.buildingbrands.com/
http://www.allaboutbranding.com/
http://www.brandchannel.com/
http://www.wordlab.com/
http://www.brandingonthenet.com/
http://www.whisperbrand.com/blog/cat...ing-resources/
http://brandautopsy.typepad.com/

Phil