How to define your brand?

 I work for an online shoe retailer called www.fitnessfootwear.com.
"The web's widest choice of sports and outdoor shoes" is our slogan, but what defines us as a brand?

This is our biggest question right now. Because we don't know what our customers think of us beyond being a fast, efficient and friendly family run business.

But then, we don't just sell running shoes and hiking boots, we sell some bizarre fashion items like emu boots of all things. They tie into the whole trendy outdoors look promoted by some of our other brands.

So here we are with this bright, colourful set, selling all sorts of shoes online -generally with a focus on the outdoors. But how do you depict yourself as a brand and give yourself an identity in this regard?

Any suggestions or resources to help with this would be greatly appreciated.

At it's simplest, a brand is usually described as a product plus it's personality.

At its simplest, a brand is a product plus personality, you mean?

I meant what I wrote.

Of course you meant it, but you're rubbish at spelin and grama and comaz, yeh?

Oh I see. We're in pedant mode. Well, yes sometimes urgency fails one, that's true. Go and have a lie down.

...hath no fury like a woman corrected.... If I'm wrong, I'm wrong, I'll admit it. Will you? But enough of this bar-room banter:I love URGENCY FAILS ONE. It sounds like it could be the title of my next book. Fondly, NN

Dear Nic. No wrath or upset, since my name is Sue and not Stephen Fry. I am, I will freely admit, very good at bashing the wrong keys when in a hurry. I also seem to have a rogue spellcheck / grammar thingy, which seems to delight in embarrassing. My turn to be a pedant. You'll note that I replied that I MEANT what I said, not necessarily the way it was written. Coz I'z educated, innit! Fondly, Sue. By the way, what do you do exactly?