How to make your brand a Great Brand
Posted: Sun Apr 20, 2025 6:16 am
What do large companies like Apple, Coca-Cola, or Nike, but also startups like Gorillas or The Female Company, have in common? They all have a brand, not just a logo. A brand embodies values, a vision, and a promise. A meaningful and lasting relationship develops between the brand and its customers—a deep emotional connection. Expectations are placed on the brand. But true brand loyalty also develops. The products fade into the background—it no longer matters whether the same products are available from switzerland phone number data another provider, because the customer consciously chooses this brand. And does so again and again. That is what distinguishes a great brand.
Seth Godin once made a very vivid comparison between a logo and a brand: If Nike opened a hotel, everyone would immediately have images in their minds of what it would look like. Because Nike has built a great brand that stands for something. If Hyatt, on the other hand, produced a sneaker, no one would have any idea what it would look like. Because Hyatt only has one logo. No guest would be able to tell the difference between hotel rooms at Hyatt, Hilton, or Marriott at first glance. They only differ in price.
But how exactly is a great brand created? What tactics can you use to build one? What's the secret behind strong and sustainable business growth? And which outstanding brands are there? We'll address these questions in this article and offer you plenty of inspiration and eye-openers. One thing first: whether you're building an e-commerce brand or an offline brand is irrelevant. Brand building is about the core of the brand.
Seth Godin once made a very vivid comparison between a logo and a brand: If Nike opened a hotel, everyone would immediately have images in their minds of what it would look like. Because Nike has built a great brand that stands for something. If Hyatt, on the other hand, produced a sneaker, no one would have any idea what it would look like. Because Hyatt only has one logo. No guest would be able to tell the difference between hotel rooms at Hyatt, Hilton, or Marriott at first glance. They only differ in price.
But how exactly is a great brand created? What tactics can you use to build one? What's the secret behind strong and sustainable business growth? And which outstanding brands are there? We'll address these questions in this article and offer you plenty of inspiration and eye-openers. One thing first: whether you're building an e-commerce brand or an offline brand is irrelevant. Brand building is about the core of the brand.