Where do you start building up your brand? Steve Strauss author and speaker who specializes in small business and entrepreneurship. answers for USA Today‘s readers:

Step 1: Understand how you are perceived: How do people perceive your business now? Is that how you want to be perceived?

Step 2: Decide upon your Unique Selling Proposition: What makes you or your business unique, different, special? What niche is available that only you can fill?

Step 3: What are customer expectations? What do your clients typically expect of you? What unique attributes do you offer that best fit client expectations?

Step 4: Make it personal, if possible: Who do you trust more, a corporation or a person? Whom would you expect to give you better customer service – a corporation or a person? What about honesty – whom do you think is more honest? The answer to all three, of course, is a person. That is why, if possible, it is often a good idea for a small businessperson to tie his or her own name/personality in with the brand. People like and trust people more than businesses.

The fourth point is probably the strongest and really recommended especially for small businesses cases. Interesting reading here: Time for some brand aid