It is, if you are looking for long-term business. In order to build a brand you can first of all pick a nice domain name. There are several resources that can be found by searching Google that will make your name sound nice and catchy. Generally the shorter the name, the better because it easier to remember.
Also be sure it's a .com, if not at least a TLD (com,net, and org). Others like .us, .ca, .co.uk might be fine if you are only targeting one region. Don't get something cheap like a .info. Next step would be to get your name out there. Promotion such as article submissions and press releases are a great step.
If you have the money you can buy adspace on popular sites or pay by impressions. You probably don't want to pay by click, just because it's cheaper to get your name out there with impressions and when you have a good ad you can save more money with impressions/banner based advertising.
Have a nice day!