Associated Press Rituals are an overlooked trade secret to brand recognition. Successful rituals have three key components: They're repeated and comfortable, they're meaningful, and they're unifying. Brands like Starbucks, Apple, and Bacardi have leveraged rituals to draw in and engage customers. Visit Business Insider's homepage for more stories. Whether it's tech or retail or any other niche industry, brand value is the crux of a company's continued success.