What's your brand?

I love design and I lurk a lot at design sites for inspiration. Some people want to buy designer brands while I WANT to be the brand you want to buy. One great brand to dissect is Apple. Why all this cult following on this one brand? People fall in line just to be the first to own the latest and greatest Apple product. It's more than Apple's promotional products that get you. It's the promise of a great experience. It's an emotional relationship that transcends function. Right? Why would you want to buy an iPhone 4 when you still have 1, 2 and 3? It's because you trust the brand and you know that whatever Apple brings out to the market, it's going to be something that will make you feel good. And even if you don't, they will make sure that you do. This is what their brand stands for.  For business entrepreneurs out there, what's your brand?