--- title: Small Steps Build Big Brands description: Building a standout brand requires dedication to small, consistent actions, just as Michael Phelps did in his Olympic journey. image: https://www.aartrijk.com/hubfs/Website%20Images/Hand%20held%20medal%20against%20a%20stormy%20sky.jpeg --- [Skip to content](https://www.aartrijk.com/aartrijk-insights/small-steps-build-big-brands#main-content) [![Aartrijk reversed w tag](https://www.aartrijk.com/hs-fs/hubfs/Aartrijk%20Logos/Aartrijk%20reversed%20w%20tag.png?width=2048&height=700&name=Aartrijk%20reversed%20w%20tag.png "Aartrijk reversed w tag")](https://www.Aartrijk.com) - [Why Aartrijk](https://www.aartrijk.com) - [Our Team](https://www.aartrijk.com/our-team) - [How We Can Help](https://www.aartrijk.com/our-services) - [Our Insights](https://www.aartrijk.com/aartrijk-insights) - [Contact Us](https://www.aartrijk.com/contact-us) - [Insurance Brand Strategy](https://www.aartrijk.com/aartrijk-insights/tag/insurance-brand-strategy), - [Miscellaneous Musings](https://www.aartrijk.com/aartrijk-insights/tag/miscellaneous-musings) # Small Steps Build Big Brands ![](https://www.aartrijk.com/hubfs/Website%20Images/Hand%20held%20medal%20against%20a%20stormy%20sky.jpeg) - June 17, 2025 ![Peter Van Aartrijk](https://www.aartrijk.com/hubfs/A%20Team/Peter%20van%20Aartriuk.webp) [Peter Van Aartrijk](https://www.aartrijk.com/aartrijk-insights/author/peter-van-aartrijk) What is the path to a standout brand? You need to be unique. You also need to be consistent — time and time again delivering a quality experience. Michael Phelps isn’t just a great brand. He’s a GOAT brand. I heard him speak recently at a conference. He talked about his life as an Olympic swimmer, as a troubled young man fighting depression and suicide, and now as a regular dad of four boys. Phelps was a hard worker, in the pool at age 7 and at his first Olympics at age 15. Leading up to each Olympic cycle, he trained five to six hours daily, swimming 50 to 60 miles *a week*. The end result: He is the most decorated Olympian ever, and no one else comes close to his 23 gold medals — plus five more “of other colors,” as he put it. (LOL.) Five to six hours is a long day in the pool. But it sure should sound familiar. As working stiffs, aren’t we all in some ways “training” to improve our work lives? If not, why not? While his journey to success was an incredibly different universe than most human beings could ever experience, Phelps was spot on saying this to the business owners in the crowd: *Do the little things really well. Every day. They will lead you to accomplish big goals. You can’t skip over the little things because they’re repetitive or boring or distract you from what you think is a more important task.* You build a great brand by nailing the little things. They are seemingly insignificant interactions and tasks, and there are so many. Like exactly how your team answers the phone. Or how you show up on social media. What happens next when a prospect sends a website inquiry, text, or email? How your associates follow the firm’s messaging strategy (mission, vision, values, etc.). What your customers truly think of you — do you know? Even small technology upgrades to make your associates’ lives easier. Everything matters. Michael Phelps literally stayed in his lane, focusing on each necessary and daily step to his next gold medal race. Your firm may not be the GOAT, but you can be great. Kudos to Vertafore CEO [Amy Zupon](https://www.linkedin.com/in/amy-zupon-3ba47a/) for an insightful chat with Phelps at the recent “Accelerate, powered by NetVU,” the Network of Vertafore Users. Aatrijk Insights Blog ## Related Articles Explore more perspectives from Aartrijk Insights by checking out our related blog posts for fresh ideas and inspiration. 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