it's the product....
Do you remember the logo for Bill Gross's GoTo.com? Of course not. How about the banners or the slogan or the advertising?
In this excerpt from John Battelle's new book, there's a great riff on the insights of Bill Gross (who does it often enough that it's clearly not luck). Link: John Battelle's Searchblog: First Excerpt.
My takeaway is that, especially online, if your product architecture and your story make sense, you ought to do just fine.