6 Things the World’s Most Valuable Brands Have in Common (And How You Can Do the Same)

When we think of powerhouse brands like Apple, Amazon, Starbucks, Google, and Nike, it’s easy to assume their success is simply a result of their size or budgets. They’re all consistently on the list of the world’s most valuable brands; however, what sets them apart isn’t just their bottom lines; it’s how they foster their brand and approach their marketing. They have devoted communities of loyal customers and are instantly recognizable. 

These massive brands aren’t successful by accident. They’ve built loyal followings, become household names, and stay profitable because they understand one key thing: how to connect with their customers. The good news? You don’t need a multi-million dollar budget to use their strategies. Even small businesses can apply the same tactics that help these giants dominate the market.

If you want your small business to grow and build loyal customer relationships like these big brands, here are six things they do that you can start doing today.

1. They Know Who They Are (And What They Do)

Successful brands have a clear brand identity and a consistent message across every platform. Their brand promise is simple, and they repeat it over and over.

While it may feel redundant to you, the business owner, remember that consumers are bombarded with thousands of messages a day—ads, social posts, emails, news updates, mailers, websites, text messages… we’re all exhausted. The best brands understand this and make sure their voice and personality cut through the noise. They aren’t afraid to shout who they are from the rooftops.

How you can do it:
Develop a brand promise that’s easy to understand. Be clear about who you are, what you do, and why it matters to your customers. Then deliver on it—on your website, in social media, through emails—everywhere.

2. They Are More Than What They Sell

Modern consumers expect more than just a product. They want to support businesses that share their values. Brands like Starbucks and Nike don’t just sell coffee or shoes; they stand for something bigger—whether it’s sustainability, social justice, or personal empowerment.

In today’s world, particularly with Gen Z and Gen Alpha gaining buyer power and market influence, people are demanding more. They expect brands to care about issues that matter to them.

How you can do it:
Identify a cause or value that aligns with your business and your customers. Build that into your brand story and show your audience that you care about the things they care about.

3. They Form Emotional Connections With Their Customers

People buy from people, not faceless corporations. The best brands make their customers feel seen and understood. Selling a product or a service is transactional – people need it, they use it, and then they move on. Creating a personified brand can create a relationship that stands the test of time. 

How you can do it:
Find ways to personalize your customer experience. Engage with your audience on social media, offer a behind-the-scenes look at your business, and show your human side.

4. They Speak to the Benefits, Not Just Features

Gone are the days when listing a product’s technical specs was enough to win over customers. Today, people want to know one thing: how will this product or service improve my life? Successful brands focus on communicating benefits, not just features.

For example, rather than emphasizing that their phones have the highest resolution screens, Apple tells customers their iPhone will let them “capture life’s moments beautifully.” So even as they cut features with every release, consumers are still loyal. 

How you can do it:
When marketing your product or service, focus on how it solves your customers’ problems or improves their lives. Speak to their needs, not just your product’s features.

5. They Are Always Evolving

While consistency is key in branding, it’s just as important to stay flexible and evolve with the times. The most valuable brands know how to adapt to changing markets, trends, and customer needs.

Think about Netflix, which started as a DVD rental service and transformed into a streaming giant. Or Instagram, constantly rolling out new features to stay relevant to its users and compete against emerging social media platforms. 

How you can do it:
Stay attuned to what’s happening in your industry and be willing to pivot when necessary. Show your customers that you’re learning, growing, and responding to their needs.

6. They Build Communities, Not Just Customers

The most successful brands create a sense of belonging. They don’t just sell to people; they invite them to be part of something bigger—a community. Look at how Starbucks creates a place for people to gather, or how Nike fosters a community of athletes.

When people feel like they’re part of something bigger than them, they become more than just customers—they become brand advocates.

How you can do it:
Create a space (online or offline) where your customers can connect with you and with each other. Encourage user-generated content, host events, or start a loyalty program to make your customers feel like they’re part of your brand’s story.

Get Started Today

By learning from the biggest brands in the world, your small business can create marketing strategies that build loyal, passionate customers. You don’t need a multi-million dollar budget to start; you just need a clear identity, an emotional connection with your audience, and a willingness to grow with the times. Start with these six strategies, and watch your brand flourish!