Chances are, your brand’s mission is multifaceted, and different loyal customers will glom onto different aspects. One might love that you use only non-GMO ingredients, while another may choose your natural food product over a competitor’s because you donate proceeds to charity. But as your startup gathers steam, you’ll be faced with some tough business decisions, and you probably won’t please everyone with every choice you make.

Expert brand strategist Chris Robb, partner at InHouse Creative Studios, says the key is staying true to yourself, being transparent and hoping that enough loyal fans will find enough about you that they love. But that doesn’t mean you shouldn’t evolve or keep trying to be better. Listen to your instincts and to what customers are saying, and don’t be afraid to tweak things as you—the brand’s owner—see fit.