Building a brand is building trust. You build it with four things:
The product or the service has to be good.
It has to be useful, functional, well designed and properly made.Tell a good story.
That can be the founder's story, the story of the product or the service, or the way you talk to your customers.Make the experience good.
That is the experience and the interface, the service, the purchase, the delivery, and the first meeting.Be consistent.
Consistency over time. Be consistent in the words, the presentations, the craft and the follow-through. If you are inconsistent, the brand is in real trouble.