4 Ways to Build a Brand That Customers Will Love

• What does your brand stand for?
• What does your brand stand against?
• How is your brand different from its three closest competitors?
• Would your customers list the same things?
• Would your employees list the same things?

Moosejaw's mission is to sell the best outdoor stuff and have the most fun while doing it, Comerford said. What it doesn't stand for: boring, expected marketing; selling based on price only; selling products they wouldn't buy themselves; hiring for skills ahead of culture; not having fun at work; and treating customers as checkbooks or idiots.