How to Create a Strong Brand Identity

I know from our reading that we're doing before this episode, you have a huge emphasis on training for staff in stores so they really, really know a lot about the product. And that's a reason to believe for people to go into a store rather than buying it online. What would be your number one advice of creating a brand that does have that reason? That's so clear to the customer what they stand for and therefore why they are different to everyone else out there. I mean, I think that is just working through what your key brand values are.