If you are a business owner, then your brand is everything. You must develop a brand which will evoke an emotion in your customers. Let’s think about one of the biggest brands in modern times, Apple. They have created a unique brand which people love. You do not have to walk far to hear someone say ‘I Love My iPhone’.
When you are developing a brand, you should keep a close eye on those biggest in the field. You can learn from them. What do they do so well? Implement their ideas into your strategy—also, research brands which are not so good. You will most likely know a company or product, which has a bad reputation, why is their brand so dire?
So when developing your strategy, you need to remember that your customers set your brand. They are the ones who create it. You cannot create it because a brand is what the people feel when they hear or see your company. Every business has a unique brand. There is no brand which is the same. As a result, the brand sets the business apart from every other. You can have two companies, both selling the same products, but they will have a completely different brand identity. Also, brands have longevity. A company may go bust, but the brand will live forever.
A brand is almost like a person. If you were to think of Apple and Microsoft as people, which one would you wish to spend time with most? Although you cannot directly create the brand, you can influence perception. You must set a brand promise which is what you will provide, and you must always deliver what you say. Never underdeliver. Also, provide excellent customer service. Do the right things, and your brand will naturally become positive.
I would also recommend consulting with brand specialists to ask for advice on how to develop a brand. You can find them here.