The Legacy Brand
Strong brands that leave a legacy never happen by accident. They come from a conscious effort to ensure that all promises made are kept. Your brand will always speak, whether consciously or unconsciously. Strong brands have made a conscious effort to speak progression and keep their word. What they say, they do.
The more people interact with your brand, the stronger it becomes. What you need to do is to make sure that every time any person interacts with your brand, your brand tells them the same thing they heard the last time they interacted with it. If it's the first time, well, your brand needs to tell the other party what it promises to do, and there after, stick to that promise.
As your brand keeps speaking, people start to associate its representation with certain feelings, and there after make judgments based on its performance and the way it looks. If these associations are kept positive, the brand keeps getting stronger with each interaction. A brand should therefore never be separated from the day to day running of your business. The better you become at what you do, that efficiency of your business builds brand equity. This creates demand pull that automatically grows the brand and business simultaneously.