Your brand already lives inside you. As the owner or purveyor of the company, first, you must be true to yourself, transparent, and honest with your client…and overall, willing to listen, learn, and grow. Whatever you do, do not stagnate. This will earn you respect and will lure the clients you want, which leads to your success (assuming you know what you’re doing).
Say you’re in the financial industry. As a person, you may be stingy, greedy, and downright crass…but combined with your skills of following trends, knowing when to buy & sell, and investing in the right markets, …AND you’re just downright delivering & performing for your clients, your clients will probably say “Yeah, he’s kind of an ass and a bit short with you, but man…he delivers and his staff is on top of everything.” That’s the branding on your client’s brain…the realization of the world they’re living in…and the expectation of the world your future clients look forward to and desire.
The relationship you want to establish (or brand) that works for you and your client that breeds success leads to credibility and loyalty. The ultimate goal.