For Internet marketing, when you sell stuff online you are helping to solve someone’s problem. They may arrive at your site via a search engine, or they may have been given a recommendation. But the reason they come to your site is they believe that you can help them. If what you offer meets the needs of your web site visitor do they really care about a “brand” you may have? Probably not. If you have branding, they will already know about you and so will be buying from you on the basis of your brand reputation. But if they have never heard of you before and they buy from you, they are doing so on the basis of accepting that you will be able to provide the answer to their problem. So branding is not important in that case. So, online, branding may not be as important as we think. What matters most is targeting the specific needs of the customers who visit your site. Do that and they will buy – even if you don’t have a “brand”.
If you are a “big change” business, then you are like my garden fence. Leaving it unpainted for so long has created much more work, at a higher cost, than if it had been tended to every year. Ignoring reviews of your online activity for long periods also means you make more work for yourself and raise your costs.