As easy as one, two, three.
Okay, so it's not really a simple three-step thing, but these are at least some basics to point you in the right direction...
1) Targeting. Your brand represents your company and its culture. But it's not just about looking sharp. It should be designed with your audience, competitors, industry, trends, goals, and more, in mind. Know who you are. Know your customers. And target your brand to connect the two.
2) Shepherding. You've invested in creating a brand that captures your company's brand essence and effectively communicates your message to your audience. Now it needs to be managed well to keep it strong. How do you do that? A good place to start is with your brand guidelines. Use them! Take the time to make sure the materials you're creating, or are having created, are on brand – both in their look and messaging.
3) Evolving. Creating a brand is not a one and done deal. Your brand is impacted by what happens around it. Your own company growth, product/service development, competitors, industry, the economy, and more can affect your brand. Evolve and/or expand your brand to prevent it from becoming outdated, irrelevant, and ineffective.
Interrobang provides strategic brand development and design. When was the last time you assessed your brand strategy?