A method is provided for a Voice over IP (VoIP) Operator to enable another entity, the call branding company, to offer a phone service of its own brand using that VoIP service company's physical service infrastructure which includes, for example, the VoIP client application, the VoIP network elements, and provisioning, billing and ordering systems, the method including the steps of receiving an incoming VoIP call over a network from a caller's VoIP client, matching one or more parameters of the incoming call against one or more call branding activation triggers; and, in the event of a match, applying call branding to the VoIP call as specified by a call branding configuration profile associated with the matched call branding activation trigger. Additional methods of applying call branding provided include the call branding company setting up a call branding configuration profile with the VoIP service provider, the call branding configuration profile including one or more call branding activation triggers, advertisements, VoIP soft-phone client skins, VoIP service options, sponsorship details and call redirection/forwarding rules.