SMPL Q&A is a blog feature in which we interview experts on all things relevant to branding, design and simplicity. In this Q&A, we speak with David Srere, Co-CEO and Chief Strategy Officer at Siegel+Gale, on what entrepreneurs should know about brand. To all those scrappy entrepreneurs out there—here are some pointers.

How can start-ups weigh the value of their brand from the outset?

Never underestimate the value of your brand. Your brand, unlike other assets, has the power to propel your business forward. It goes beyond your name, identity or marketing communications. It should serve as the core operating philosophy for everything that’s said and done in your business. As an entrepreneur, you have the luxury of crafting every aspect of your brand from the ground up. Just like your product, your people and your partnerships — your brand must move the business forward.

When crafting one’s brand, what should an entrepreneur keep in mind?

Brand is not what you say; it’s what you do. The world of branding has evolved from words and pictures to experiences. Starting a new business serves as an opportunity to carefully craft and develop what defines your experience from the outset. You can’t merely broadcast information into the ether. The custodians of your brand — from your marketing team to front-of-line staff must serve as brand ambassadors and deliver it in everything they do each day.

How should an entrepreneur differentiate his/her brand among competition?

The world is cluttered by competitors. To break through the din and differentiate, utilize the power of simplicity and make it central to your customer experience. Develop a brand that is clear, and surprising. Simple experiences will not only resonate with your customers but also drive the bottom line. Our research shows consumers are willing to pay more for products and services they perceive as simple.

David Srere is Co-CEO and Chief Strategy Officer at Siegel+Gale. Follow him on Twitter: @David_Srere