Lovingly develop your brand and it will love you back.
Carefully moulding and shaping what you as a company are all about and communicating that to your audience, in various ways over time, will eventually pay dividends. You need to ask yourself: what are we about, what are our values, what is our vision, why do we exist? When you know that clearly, you can then work on making sure that those things come through in your image, in your products, in your marketing, in the way customers are treated. This is your brand and honing it like this will pay you back. It just will.