Once you've defined your brand values and your customers' needs you can start to build your brand by consistently communicating your brand values.
Remember that every possible contact you have with a customer or potential customer needs to reinforce your brand values.
Key areas to consider are:
If all these are consistently in line with your brand values, your brand will be strengthened. But if all of them aren't in line, your brand - and your business - could be seriously damaged. A brand makes promises to customers and if they aren't fulfilled, your customers will be far less likely to buy again.
For example, Delightful Jewellery's "Elegant" range may be beautifully produced, stylishly packaged and glamorously advertised in glossy magazines. Its brand values could be "classy, special, elegant". But if staff are rude or unprofessional on the phone, customers won't think about Delightful Jewellery's elegance - they'll think about its staff's rudeness. As a result the brand - and possibly the business - will be undermined.