Control what is said when you're not in the room
Jeff Bezos, founder of Amazon said "Branding is what people say about you when you're not in the room". This one sentence ultimately describes the art of developing a good brand so well. There is no such thing as a 'quick brand'. The best brands, the brands that make a huge impact to a company's bottom line figures stand for so much and take time, effort and thought to develop.
You must first know who your market is and understand your audiences perceptions. At the end of the day, after you develop your brand, they are the ones that will talk about you. They are the ones that will decide if your brand is remembered or lasts. This is the same for both bigger, international companies and smaller, local businesses.
Your brand adds a sense of trust to your product or service. It differentiates you from similar companies. It humanises a product or service; giving it a personality, values, voice and style so people form relationships with it. It should spark the right emotions within your target audience and be engaging. It should be memorable, due to all the little things combined to make one great overall brand. It should make people feel great about your company and about themselves when using or buying your brand. All of this will influence the decisions of the buyer; impacting your bottom line figures.
Balance your brand with your company's goals. Create a positive perception of your brand through clear, concise and consistent communication and be in control of what is said about you when you are not in the room.