How to Build the Next Amazon Brand When branding is done incorrectly, it can come off as not genuine and fake. But companies like Amazon and Starbucks have figured out how to do branding right, making them a powerful company in consumers' minds.

By Eric Schiffer Edited by Frances Dodds

Opinions expressed by Entrepreneur contributors are their own.

When looking to grow your customer base, if you are straight up cold calling, chances are the customer is going to feel a bit blindsided and will be on guard – a tactic that often involves a "do not contact me again" response. On the flip side, having a strong reputation in the industry or following up on "warm" leads -- ones that involve referrals from friends or business colleagues -- can provide more fruitful results. Which approach would you rather do? Obviously, the one that is much easier to pitch.

That's the difference that having a powerful brand makes. Instead of a shady cold caller, you're a trusted authority.

Apple. Coca-Cola. Amazon. Nike. Google. These brands didn't happen by accident: They're masterfully marketed, constantly managed and extremely successful.

If you aim to add your own company to the hallowed names above, follow these steps to cultivate a strong, enduring and effective brand.

Related: This Is How a Brand Loses Its Luster

Decipher your brand's DNA. If you can't sum up what your brand's all about in a few words, you can be sure your customers can't either. Crafting a crystal clear message is absolutely key.

Ask yourself these questions to get to the bottom of your brand: Who is your audience? What are their pain points that you're solving? What's your promise to them? What are your biggest differentiators? The most powerful brands are relevant, valuable, inspiring and one of a kind.

Once you've got your answers and whittled them down to the core essentials, it's time to put them into action.

Be absolutely consistent. In leading Apple, Steve Jobs made sure every little thing they did reinforced their brand. According to Walter Issacson's biography Steve Jobs, Jobs believed that an effective company "must be able to impute its values from the first impression it makes," Issacson wrote. "It must convey its values and importance in everything it does, from packaging to marketing.

Related: The 4 Elements of a Legacy Brand

People are too busy to figure out mixed messages: Reaffirm what you stand for every single step of the way. Keep beating that drum -- from your website to design to your business cards and structure should all work together to deliver your brand's promise.

Strive for authenticity. Starbucks CEO Howard Schultz understands that raw advertising dollars don't equal customer loyalty -- your brand needs to walk the walk: "Mass advertising can help build brands but authenticity is what makes them last," Schultz once said. "If people believe they share values with a company, they will stay loyal to the brand."

For entrepreneurs to get ahead in the game, they need to say what they believe in, back up their talk and infuse their brand with genuine care for their customers. Too many companies overpromise or come off too sales-like. When a brand has real integrity, customers take notice.

Related: There's an Art to Telling Your Brand's Story: 4 Ways to Get It Right

Eric Schiffer

CEO of Reputation Management Consultants

Eric Schiffer is a leading international expert in reputation, brand and political strategy, business and finance, cybersecurity and technology, providing his keen insights and expertise to Fortune 500 CEOs, foreign leaders, celebrities, Forbes 400 billionaires and hundreds of media organizations.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Innovation

4 Ways Market Leaders Use Innovation to Foster Business Growth

Forward-thinkers constantly strive to diversify and streamline their products and services, turning novelties into commodities desired by many.

Business News

JPMorgan Shuts Down Internal Message Board Comments After Employees React to Return-to-Office Mandate

Employees were given the option to leave comments about the RTO mandate with their first and last names on display — and they did not hold back.

Business Process

The Best Times, Days and Months To Post on YouTube (2023)

When is the best time to post YouTube videos to maximize their effect? Discover the best time to post on YouTube in this detailed guide.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business News

Your Old Apple AirPods Can Soon Act as an Over-the-Counter Hearing Aid, According to the FDA

The new software is compatible with the Apple AirPods Pro and accessible through iOS — for free and now FDA-authorized.

Leadership

From Elite Athletes to Tech Titans — Discover the Surprising $100-Million Habit That Leads to Extraordinary Success

Success comes from mastering focus, eliminating distractions and prioritizing what truly matters.