Brands Are Easy to Create but Hard to Grow? Decoding 3 Key Factors in Brand Building Through Thaimart, More Than Just a Platform

In the digital era where anyone can start a business with a single click, the key question is why some businesses grow sustainably while many others vanish in an instant.

At the event "Thaimart x Thairath: Build a Brand, Build the Nation," Not-Phanthawat Nakvisut, CEO of Thaimart Marketplace Co., Ltd., spoke about "How to Build a Brand to Grow in the Digital Economy Era (Build A Brand, Build Your Freedom)."

Not shared his 20 years of work experience, explaining that in every business he engaged in, the key factor driving growth was the power of "brand building."

Decoding the 3 key factors in brand building

1. CEO Branding: "Trust" is the most costly capital

In online business, where customers pay without immediately touching the product, the deciding factor is the "trust" customers have in the brand, and the CEO is the embodiment of the brand's identity.

Many people think brand building is about fonts, logos, or corporate identity (CI), but these are only elements that help people recognize the brand, not build lasting awareness like the trust customers place in the brand.

Since Thaimart's launch in July, Not has prioritized building confidence among customers and entrepreneurs by announcing seven commitments aimed at making Thaimart a fair marketplace for all parties.

2. From Marketing to Brand Asset

Not remarked that he once thought being good at advertising did not equate to business growth and was merely borrowing others’ breath, as advertising costs on social media platforms are auction-based, rising endlessly with more competitors.

His marketing strategy shifts marketing budgets into accumulating "brand assets" through systematic management of three media levels.

• Paid Media: Advertising is used only as a bridge to attract new target audiences, not the sole business strategy.
• Owned Media: Every marketing budget spent must bring customers into spaces fully owned by the brand, such as websites, applications, or customer databases, to protect against blocking or bans from foreign platforms.
• Earned Media: Delivering excellent products and services that impress customers leading to word-of-mouth and reviews is the most powerful credibility builder.

These components accumulate to form the brand's identity. Not compared branding to what people say about us behind our backs, so if you own a business and want customers to talk about it a certain way, you must build your brand accordingly.

3. Freedom is the result of a lifetime of brand building

Entrepreneurs often start by doing everything themselves—from strategy to chat replies, ad campaigns, packing, and delivery—leaving no time for life. If trapped in this loop, the business can never grow sustainably. Not urged entrepreneurs to consider whether they are running a "business of me" or a "real business."

He emphasized creating marketing strategies to gain recognition but said branding is the crucial turning point that will generate income for the next 10 years, representing true freedom for entrepreneurs.

With the aim to unlock limits for Thai entrepreneurs, Thaimart is not just a sales channel but developed as a strategic tool to help them build brands and truly accumulate their own brand assets.

Through a commerce ecosystem that returns full customer data ownership to entrepreneurs, creating a social commerce system that provides media space for stores and allows customers to follow directly on the platform.

Including Thaimart Academy, which aims to equip Thai entrepreneurs with deep knowledge in marketing, branding, and entrepreneurial mindset to reach global markets.

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