“Marketing isn’t a department — it’s the story of how you create a difference for your customers,” says Bernadette Jiwa brand strategist and blogger at The Story of Telling. “The difference between a good idea and a commercial success is context — the understanding about who the product or service is for, what they really want deep down and why they will care about this, more than that. We spend most of our time trying to make people love things, when we should be simply making things people love.” Boom! There. It. Is.

Every brand has a story to tell. So clear some time in your schedule, grab a pen, print out the infographic at the end and follow the advice of these five fabulous brands that will help you build a brand in five days so you can begin to tell your story.