From the inside out.

The most important place to build your brand is from inside. Build business strategy from brand strategy. Make sure everyone understands what you stand for and where you are heading. If your teams believe in the brand this will affect their interactions with customers, supply partners and with the people they talk to about their work. This requires your purpose to be clearly defined, for your values to be embedded in the fabric of the business and for your messages to be 100% clear.