Chapter 1 in Groundswell and the introductory pages gives some great examples of businesses that set themselves apart, just by being themselves. What a novel idea for branding? One such case, Blendtec, is always a popular case with students, and one of my favorite. I love the Will It Blend videos, which now have a much slicker look.
This is a great example of how to create and maintain a solid brand. Take a look: