This, like many famous sayings, this is a slight misquote, Kevin Costner actually said “if you build it, he will come”, referring to the famous baseball legend “Shoeless” Joe Jackson. However, the sentiment remains the same and is a good metaphor for the approach businesses should take when creating a brand.

First need to identify who your ideal customer would be, and then build the brand so that those customers can identify with it. The ultimate goal, if I can mix my sporting metaphors, is for your customers to become advocates of your brand, a fiercely loyal tribe, who will recommend your brand to others and buy anything your brand produces.

Customers loyal to the brand buy more products and services for more money. Studies have shown that 50% of customers are willing to pay up to a 25% premium before switching brands, and that the most loyal 10% of customers can account for 50% of revenue.

So when you come to build your brand, make sure you are creating a space that your customers will want to come to.

As a business there’s a lot you can do to create, and develop your brand, but ultimately the brand will live in the minds of your customers, as the well-known branding expert Marty Neumeier put it “It’s not what you say it is, it’s what they say it is”.

You might think that puts you in a tricky position, but there is a lot you can do to influence the perception your customers have of your brand. Your brand is your reputation, and it’s based on everything that your business does, every touch point you have with your customer, and it’s far more than just a logo.

Creating a brand that delights and improves your audience’s lives, you can build a strong and loyal customer base who will buy more, pay more, and ultimately recommend you to others because they believe in and trust your brand.

So remember, you create the customers, but the customers build the brand.