[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-great-brands":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",20467,{"id":24,"name":25},"author-0301142015","Canto","2020-09-30T08:18:44","2025-12-18T16:58:05","Learning from great brands: The 5 things they do right","great-brands","7 examples of great brands plus 5 things they do right","Becoming successful is a lot easier with a blueprint to guide you. As such, use these examples of great brands to get onto the right path.","Great brands become that way by doing the things that others don’t seem interested in doing or capable of accomplishing. Fortunately, the things they do aren’t locked in a high-security vault somewhere – they’re completely out in the open. It might not be possible to emulate them completely, but if you understand the things great […]","Great brands become that way by doing the things that others don’t seem interested in doing or capable of accomplishing....","\u003Cp class=\"wp-block-paragraph\">Great brands become that way by \u003Cem>doing\u003C\u002Fem> the things that others don’t seem interested in doing or \u003Cem>capable\u003C\u002Fem> of accomplishing.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Fortunately, the things they do aren’t \u003Cem>locked\u003C\u002Fem> in a high-security vault somewhere – they’re completely out in the \u003Cem>open\u003C\u002Fem>.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190658\u002Fgreat-brands-19.jpg\" alt=\"A large, steel security vault.\" class=\"wp-image-49600\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190658\u002Fgreat-brands-19.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190658\u002Fgreat-brands-19-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">It might not be possible to emulate them completely, but if you understand the things \u003Cstrong>great brands\u003C\u002Fstrong> do, you’ll improve your chances of success.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This guide will walk you through the five actions great brands take, as well provide you with seven examples of great brands. Let’s begin!\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--5-actions-great-brands-take\">5 actions great brands take\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The following five things are undeniably something all great brands do. As such, use these as a way to increase the effectiveness of your own brand.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-1\">1. Great brands master the art of communication\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Good communication is just as stimulating as black coffee, and just as hard to sleep after.\u003C\u002Fem>” – Anne Morrow Lindbergh\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s no surprise to anyone that successful brands thrive in all areas of communication. However, it’s not always easy to make adjustments in this area.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"262\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190659\u002Fgreat-brands-24.jpg\" alt=\"An infographic about customers and communication.\" class=\"wp-image-49593\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190659\u002Fgreat-brands-24.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190659\u002Fgreat-brands-24-450x197.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Fortunately, with a few simple strategies, you can be put onto the right path and have better relationships with customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, before you’re able to sharpen your brand communication, you’ll need to set some basic standards to dictate all future messaging and tone.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Adhere to the following in order to build an established set of principles to point to:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Create a \u003Ca href=\"\u002Fblog\u002Fbrand-persona\u002F\">brand persona\u003C\u002Fa>.\u003C\u002Fstrong> It becomes a lot easier for all forms of communication to be successful with customers if they can envision your brand as a person with human characteristics. Determine the way you want customers to think of your brand and start from there.\u003C\u002Fli>\u003Cli>\u003Cstrong>Understand your market.\u003C\u002Fstrong> There’s going to be tons of disconnect between your communication and the audience if you don’t truly know them. Learn who they are, what they want and what they need, then start crafting your voice.\u003C\u002Fli>\u003Cli>\u003Cstrong>Build brand ideals.\u003C\u002Fstrong> Being able to refer back to your brand ideals makes all the difference when communicating. It is like a guiding light throughout conversations.\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">With these principles to refer to, you’re ready to craft a brand communication blueprint. Follow these techniques in order to succeed.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Expand your outreach\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Part of mastering communication is increasing the amount of conversations you’re able to have. As such, consider the places your audience might be spending their time.\u003Cbr \u002F>Are you showing up when and where they want you to? Do they see you on the same \u003Ca href=\"https:\u002F\u002Fmarketingland.com\u002F8-companies-social-media-right-marketers-can-learn-198228\" target=\"_blank\" rel=\"noopener\">social media platforms\u003C\u002Fa> they use?\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190658\u002Fgreat-brands-18.jpg\" alt=\"A person using social media on a smartphone.\" class=\"wp-image-49602\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190658\u002Fgreat-brands-18.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190658\u002Fgreat-brands-18-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">Further conversation potential\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Examine the way in which you respond to customers to see if you could push the conversation further.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Are your responses automated and cookie-cutter? If so, consider looking for ways to build up the conversation and engage the customer for more than a brief, meaningless moment.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Be transparent\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Lastly, \u003Ca href=\"\u002Fblog\u002Fbrand-transparency\u002F\">brand transparency\u003C\u002Fa> is what makes great brands stand out in their communication. If you enter conversations with honest intentions, things will go smoothly.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Furthermore, customers will continue to work with and communicate with you as a result.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-2\">2. Great brands stand out bigtime\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Determine who you are and what your brand is, and what you’re not. The rest of it is just a lot of noise.\u003C\u002Fem>” – Geoffrey Zakarian\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There are a lot of near-identical products and services on the market at all times. Most people wouldn’t be able to tell the difference between one product or the other if it weren’t for the brand on the label.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190657\u002Fgreat-brands-15.jpg\" alt=\"A purple flower in a field of yellow.\" class=\"wp-image-49605\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190657\u002Fgreat-brands-15.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190657\u002Fgreat-brands-15-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">What makes good brands great, then, is how well they stand out as a whole compared to the competition.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The more \u003Ca href=\"\u002Fblog\u002Fbrand-differentiation\u002F\">brand differentiation\u003C\u002Fa> you achieve, the higher the chance you’ll draw in customers and keep them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There is certainly value in the practice of bucking trends, going an untraveled path and taking risks. The brands that do so regularly are the ones who ultimately stand out.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-3\">3. Great brands commit to consistency\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Consistency is the true foundation of trust. Either keep your promises or do not make them.\u003C\u002Fem>”\u003Cbr \u002F>– Roy T. Bennett\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Consistency is a funny thing in the world of branding. All too often the idea gets overlooked for new and exciting tricks of the trade.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"262\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190659\u002Fgreat-brands-32.jpg\" alt=\"An infographic about brand consistency.\" class=\"wp-image-49595\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190659\u002Fgreat-brands-32.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190659\u002Fgreat-brands-32-450x197.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">In reality, \u003Ca href=\"\u002Fblog\u002Fbrand-consistency\u002F\">brand consistency\u003C\u002Fa> is what makes brands successful and keeps them at the top through thick and thin.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Does this mean you can’t make changes, such as upgrades or rebrandings? Of course not. But the consistency of numerous brand elements absolutely needs to be in place.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The great brands commit to consistency by ensuring things such as brand values don’t derail during communication and visual elements don’t switch from one marketing project to the next.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Follow this same level of commitment to consistency in order to become a great brand.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-4\">4. Great brands understand their image\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.\u003C\u002Fem>” – Scott Cook\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The best brands are aware of their \u003Ca href=\"\u002Fblog\u002Fbrand-image\u002F\">brand image\u003C\u002Fa>, and work hard to influence it in a positive manner.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Of course, the greatest indicator of how successful our image will be is \u003Ca href=\"\u002Fblog\u002Fbrand-identity\u002F\">brand identity\u003C\u002Fa>. Great brands realize this and build one in order to influence the other.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190657\u002Fgreat-brands-28.jpg\" alt=\"Multi-colored text that reads, 'brand identity'.\" class=\"wp-image-49607\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190657\u002Fgreat-brands-28.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190657\u002Fgreat-brands-28-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">After crafting their image, the best brands are the ones who understand it. Knowing how customers view you is key to all future campaigns.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think about the ways in which your target audience sees your brand and adjust accordingly.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\" id=\"cs-5\">5. Great brands thrive on genuineness\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Honesty is the first chapter in the book of wisdom.\u003C\u002Fem>” –Thomas Jefferson\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">We see it time and time again – brands with inferior products and services outselling and outlasting bigger brands. At this point, the pattern cannot be ignored.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This pattern, of course, is a direct result of brands who are genuine and authentic throughout all endeavors. More than ever, with information so available to everyone, the great brands are open and honest.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"262\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190659\u002Fgreat-brands-31.jpg\" alt=\"An infographic about authenticity.\" class=\"wp-image-49597\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190659\u002Fgreat-brands-31.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190659\u002Fgreat-brands-31-450x197.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This doesn’t mean every brand has to be an open book, but the slimier a brand seems, the more distance customers will create between themselves and the company. Aim for \u003Ca href=\"\u002Fblog\u002Fbrand-authenticity\u002F\">brand authenticity\u003C\u002Fa> to avoid this result.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To learn more about branding, check out our complete \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you have five important actions that successful brands adhere to, let’s take a look at seven examples of great brands and explain why they’re so successful.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--7-examples-of-great-brands\">7 examples of great brands\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Your brand is the single most important investment you can make in your business.\u003C\u002Fem>” – Steve Forbes\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The following seven examples show great brands and attempt to give insight into why each has elevated itself to be a great brand.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. Apple\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The one thing I love to point out when explaining why Apple is such a great brand is the way their products seem to boost one another.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">They have figured out how to cross-promote items in a practical way. For example, the Apple Watch is an accessory to the iPhone, making its purchase \u003Ca href=\"https:\u002F\u002Fwww.cnbc.com\u002F2017\u002F05\u002F01\u002Fwhy-people-keep-buying-apple-products.html\" target=\"_blank\" rel=\"noopener\">more justifiable\u003C\u002Fa> once you have one or the other.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This type of branding lures customers into an entire world of Apple technology.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190657\u002Fgreat-brands-29.jpg\" alt=\"Apple products on display.\" class=\"wp-image-49609\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190657\u002Fgreat-brands-29.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190657\u002Fgreat-brands-29-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">On top of this, the layouts of Apple Stores are unique and universal in their customer experiences they provide, with an open concept that puts all on display.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Key takeaways to consider:\u003C\u002Fstrong> Appealing to a niche group doesn’t have to mean fewer customers. Apple aims their marketing towards a specific group but it extends their outreach regardless.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Taco Bell\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Taco Bell accomplishes things other brands only dream of by reinventing their logos, slogans and designs all the time with something new that seems to work every time.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Whether they are modernizing a phrase or \u003Ca href=\"https:\u002F\u002Fwww.buzzfeednews.com\u002Farticle\u002Fvenessawong\u002Ftaco-bell-is-getting-a-makeover-exposed-brick-and-all\" target=\"_blank\" rel=\"noopener\">renovating the interiors\u003C\u002Fa> of their restaurants, Taco Bell pushes themselves ahead of their rivals and sets the standard for which others must follow.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Most notably, Taco Bell engages their customers with things like the creative arts and other lifestyle hobbies, both on packaging and lining the walls of restaurants.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"457\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190656\u002Fgreat-brands-40.jpg\" alt=\"The Taco Bell logo.\" class=\"wp-image-49613\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190656\u002Fgreat-brands-40.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190656\u002Fgreat-brands-40-450x257.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190656\u002Fgreat-brands-40-768x439.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This brands the company as not only a great place to buy food but also a cultured sport for those interested in the creative arts.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Consider how Taco Bell uses topical branding to connect with their customers on a deeper level in order to have similar success in your own marketing campaigns.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Key takeaways to consider:\u003C\u002Fstrong> Taco Bell shows us that change and reinvention can be frequent if done right. Look for new ways to stand out with your own brand.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Nike\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Despite having a product that never really undergoes major changes (sportswear), Nike has remained relevant over the years by attaching unique ideas and images to its brand through marketing campaigns.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One such way was by transforming the world of logos by using a silhouette of NBA star Michael Jordan, which still today is used despite Jordan’s retirement decades ago.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190656\u002Fgreat-brands-21.jpg\" alt=\"The Nike slogan on a neon sign.\" class=\"wp-image-49616\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190656\u002Fgreat-brands-21.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190656\u002Fgreat-brands-21-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Nike’s products are nothing special in and of themselves, but the brand behind them, through their calculated risks and unique marketing campaigns, have \u003Ca href=\"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fsimonmainwaring\u002F2019\u002F07\u002F23\u002Fpurpose-at-work-how-nike-inspires-and-innovates-with-employees-and-consumers\u002F#7b2a28ca7a85\" target=\"_blank\" rel=\"noopener\">elevated the products\u003C\u002Fa> to mean something more.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Their ideas seem to connect positively with audiences, which makes all the difference in the long run.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Key takeaways to consider:\u003C\u002Fstrong> Nike realized the only way to stand out in their industry is through risky marketing techniques and attaching themselves to relevant icons. Look for ways to distance yourself in similar ways.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">4. Amazon\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Amazon is the one example of a brand that takes something everyone else already does and accomplishes it more efficiently and more conveniently for customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As a result, they have become a great brand through sheer effectiveness. Each time they take on a new service, it becomes the industry standard, and most often the competition can’t keep up.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190655\u002Fgreat-brands-30.jpg\" alt=\"An Amazon building.\" class=\"wp-image-49619\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190655\u002Fgreat-brands-30.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190655\u002Fgreat-brands-30-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Whenever possible, think of the \u003Ca href=\"https:\u002F\u002Fmedium.com\u002F@mikeschoultz\u002F7-surprising-things-to-know-about-the-amazon-business-model-565a16afff21\" target=\"_blank\" rel=\"noopener\">Amazon model\u003C\u002Fa> and try to apply it yourself. If there’s a way to outdo your competitor, why not go for it instead of simply emulating them?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Key takeaways to consider:\u003C\u002Fstrong> Competing sometimes requires a cutthroat approach. Great brands often meet this challenge head on.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">5. IKEA\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">For the products IKEA sells, they are talked about way too much. How can a furniture brand get so much attention and word-of-mouth advertisement?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The answer comes in the way they’ve branded themselves to be infinitely different than other furniture retailers.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190655\u002Fgreat-brands-22.jpg\" alt=\"The IKEA building front.\" class=\"wp-image-49621\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190655\u002Fgreat-brands-22.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190655\u002Fgreat-brands-22-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Probably the most prevalent reason is their \u003Ca href=\"\u002Fblog\u002Fbrand-experience\u002F\">brand experience\u003C\u002Fa>, which is on display anytime someone purchases a new product from IKEA and puts it together.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">If you could point to one of these great brands as someone who breaks free from the restrictions of what they sell, IKEA would be the one you point to.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Key takeaways to consider:\u003C\u002Fstrong> It really isn’t all about what you have to offer in terms of products or services. Strive for something more.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">6. Microsoft\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Microsoft is a great brand because of the way they focused their marketing efforts toward the right audiences.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now, clearly Microsoft is a direct competitor to Apple, whom we discussed earlier. Therefore, there must be a reason why the two can both be great despite having similar services.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190655\u002Fgreat-brands-20.jpg\" alt=\"A Microsoft building sign.\" class=\"wp-image-49623\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190655\u002Fgreat-brands-20.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190655\u002Fgreat-brands-20-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">For Microsoft, they decided that it was more important to be \u003Ca href=\"https:\u002F\u002Fwww.computerworld.com\u002Farticle\u002F3247650\u002Fwhy-is-microsoft-so-successful.html\" target=\"_blank\" rel=\"noopener\">available and usable\u003C\u002Fa> for everyone rather than a specific group.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This type of dedication was risky but remains something that makes them convenient for so many millions of people.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Key takeaways to consider:\u003C\u002Fstrong> We don’t always have to fight our competition for the exact same customers. Sometimes it will happen, but our branding can pivot to new markets.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">7. Toyota\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Toyota is an automobile brand that continues to grow worldwide, no matter what type of competition sprouts up. So, what makes them a great brand?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s easy to point at the quality of their product as well as the affordability, but many of their competitors offer similar.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190654\u002Fgreat-brands-16.jpg\" alt=\"The Toyota logo on a sports dome.\" class=\"wp-image-49625\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190654\u002Fgreat-brands-16.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190654\u002Fgreat-brands-16-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Instead, what makes Toyota a great brand is the way they’ve branded themselves \u003Ca href=\"https:\u002F\u002Fwww.autoinfluence.com\u002Ftoyota-became-1-car-maker-world\u002F\" target=\"_blank\" rel=\"noopener\">to be about family\u003C\u002Fa>, which by default makes your brand appear the safer option (certainly, a family automobile is safest).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Key takeaways to consider:\u003C\u002Fstrong> I love to point to Toyota when it comes to explaining why some brands stand out over others. Sure, they make a reliable vehicle, but it’s more about how they present themselves as a brand that drives their success.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--your-path-to-greatness-begins-here\">Your path to greatness begins here\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Great brands are great not only because of how successful they are, but because of how well they can influence and inspire other brands to rise up.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you see the many things other great brands do, it’s time to achieve greatness of your own.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_great_brands\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",10,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190700\u002Fgreat-brands-25.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19190700\u002Fgreat-brands-25-450x263.jpg","A crowded street with many digital ads.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F12\u002F19190248\u002Fbrand-slogans-and-taglines-1-450x263.jpg",51673,"brand-slogans-and-taglines","Understanding the ins and outs of brand slogans and taglines","Building catchy brand slogans and taglines is a complex process. Embrace this complexity to inspire your audience. Learn more here.","\u002Fblog\u002Fbrand-slogans-and-taglines\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F11\u002F19191124\u002Fbrand-transparency-25-450x282.png",27165,"brand-transparency","Brand transparency: What it is and why it matters for your business","How can a few simple adjustments account for so many successes? That’s the power of brand transparency. Ready to embrace honesty? Learn more here.","\u002Fblog\u002Fbrand-transparency\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190645\u002FBrand-equity-vs-brand-value-8-450x263.jpg",40440,"brand-equity-vs-brand-value","Brand equity vs brand value: What’s the difference?","Do you know the main difference between brand equity and brand value? How about the minor details in between? If not, this guide is for you.","\u002Fblog\u002Fbrand-equity-vs-brand-value\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1787374901036]