1) Talk to your customers. Make sure what you think you know, is in fact what you know.
2) If you’re not the business owner, get them involved, the brand is the visionary leader behind the business.
3) Discover why the business exists other than to make money, and then why customers will care.
4) Get real about the behaviours than underlie the way things get done in the business.
5) Be brave. Don’t be boring. Stand up for what you believe in.
6) Don’t be afraid to avoid certain customers.
7) Think differently about your industry and the way you serve your customers.

From Andrea Shillington (@brandpreneur)