As we've seen from various attempts at relaunching brands (think Gap's disastrous attempt at it last year), creating your perfect brand has nothing to do with hiring consultants and a graphic designer to draw a flashy new logo. Great brands depend first and foremost on great products and services. A brand provides a rewarding experience, backed by an excellent reputation and these factors are down to you. We asked branding expert Paul Hitchens for his tips on building a brand your customers will love, without having to spend your life savings.

1. Think differently
Doing things differently can create rewarding and memorable experiences. Take Intel, for example: most people haven’t got a clue what makes their laptop work, but they wouldn’t dream of buying one without an Intel processor inside. Branding makes it clear to the consumer why a product is better than any other on offer.

2. Back a champion
The founder, owner or CEO must be accountable and ready to promote the brand as the buck stops with the boss. Virgin is an extension of Richard Branson's personality: it has a fun, irreverent attitude to life. A successful brand champion inspires team morale.

3. Appoint ambassadors
Each member of staff in an organisation is a Brand Ambassador, and it's important they understand the part they play in building its success. The experience they provide to customers and clients is the realization of the brand. If you look at John Lewis, its staff are typically knowledgeable and courteous, because they're partners in the organisation and receive a share in its success.

4. Make the world a better place
Perfect brands succeed because they make the world a better place. Every organisation, product or service must have a ‘reason for being’ - so identify what your brand does and the benefit it provides, making sure it's clear and easy to understand.

5. Look to the future  
Every organisation must innovate to survive, and can't afford to stagnate by expecting their customers to keep buying the same products. Sometimes we simply can't imagine what we want until we see it.

6. Be clear about what you believe in  
A brand’s values are what it stands for and what it believes in; they're the guidelines that form the organization's moral compass. If you hire expensive celebrities or famous talent to champion your brand, you must be careful to monitor their behaviour so that it doesn't compromise your values.

7. It’s not what you say, but what you do that counts
There's a growing immunity to glitzy campaigns and seductive advertising, and now subliminal product placement in TV drama is set to become pervasive. As the old adage goes, the proof of the pudding is in the eating and you can’t beat a personal referral.

8. Offer great value
Great value for money doesn't just mean offering the cheapest price. A brand can offer value above and beyond the price label, by granting the customer the satisfaction of owning a leading brand. Every organisation can focus on its quality and service levels to offer a higher level of care and durability.

9. Take pole position in the event of your choice
In a crowded marketplace, it's difficult to stand out if you're the seventh best-selling brand. The opportunity is to identify the attributes that differentiate your product and promote your brand as the leader in that category.

10. Community service
By recognising the groups which interact with a brand, you build up a picture of an interdependent community, which includes employees, suppliers, investors, banks, government and customers. This community is never passive, it's an interactive entity with an interest in the brand. The interest these groups have in the brand extends beyond the ‘buyer-seller’ relationship.

- Paul Hitchens is the author of 'Create the Perfect Brand - Teach Your self'

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