Aaron at seobook.com is talking a lot about having a strong brand online, and it's got me thinking.

I have a language dictionary website at, say, keyword.org. I call the site by its name, so it's called "Keyword.org". However, there's a more well-established site with "Keyword.com".

Any searches online for "keyword" show the competitor's site first, and I don't see my site overtaking it any time soon. What would your suggestion be with regards to branding and attracting repeat visitors? Should I perhaps come up with a brand name so that people will look for that brand directly rather than "keyword"?

Simon