Using "brand" as way to differentiate myself from the market

I'm based in the UK and I'm planning on starting an e-commerce business in a competitive but growing market.The entry (as with many e-commerce businesses) is a matter of buying product at one price and selling it at another. Ultimately, the products are variations of the same thing. So in order to differentiate myself, would the idea of using a brand with particular traits be a smart move? (Intuitively, of course it would, but I kind of need some guidance).

As I said, the products are...

Using "brand" as way to differentiate myself from the market

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