Don't think because you are "just an eBay business" that you don't need to develop your company into a recognizable brand…
One of the most challenging things about operating a business on eBay is that there is such a low barrier to entry. Easy to get started, hard to keep others from doing the same.
Building a really good brand on eBay is tough, but if you're really good, your brand will keep you ahead of the rest. Here's a great blog post that delivers important advice from one of the World's greatest entrepreneurs, Richard Branson of Virgin.
Corey Kossack is one of eBay's "Top Sellers" through his eBay store, Koss DVD. He is also author of eBay Millionaire or Bust and creator of ProfitBuilderSoftware.com, an online software tool designed to reduce eBay fees and maximize profits for eBay sellers.