When you want your brand to stand out from others, it’s important to develop a game plan that will develop it well. Efrem Harkham, owner of Luxe Hotels, developed his brand carefully and is now one of largest, most global hotel businesses in existence. Even though Harkham had no intention of working in the hotel business, he’s made a fine living out of it, and he says it began with proper brand development. Here are a few things he had to say about branding a small business.

You’re Not Alone

Reaching out is one of the most important aspects of owning a business. Simply put, many businesses will need to network with other businesses to get off the ground. “Realize that you’re not a lone soldier – reach out to your peers, tap a global network, build lasting partnerships and surround yourself with very smart people,” writes Harkham. He believes that the most people you get to know that thrive in the business world, the more you’ll learn about doing the same. You’re not alone in the world; use the resources other people have to offer you.

Listen to Your Customers

Your customers are your customers for a reason, and it’s likely that they will have some good things to offer up in terms of advice. Listen to them. In fact, encourage them to give you their opinions. Send surveys out and gather information about what they think would make your company better. “Asking your audience what they want will help maintain your brand integrity,” says Harkham. “There’s no better way to convince people that your brand is better than the competitor’s then to just ask what people think of it now.”