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How to Build a Winning Brand Create your image, get known and give your customers what they want. Just leave the ego at home.

By Craig Reiss

Opinions expressed by Entrepreneur contributors are their own.

Of all the startup brands, Starbucks still represents the gold standard.

Starbucks made the mundane act of buying a cup of coffee into an experience. It did so by creating a memorable brand: a unique name and a memorable logo that made coffee not just coffee, but a welcoming, comfortable place to go and be seen.

The Starbucks brand created a culture. Here's a look at how yours can do the same.

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