Your Brand Is Not Your Logo

Here's why brand isn't your logo…your employees are your brand. They are your first and most passionate (can be) brand ambassadors. So leadership must set the tone when developing core values, hiring practices, mission, operating principles, etc…Those are actually the foundation of your brand and brand promise.

You must deliver on every brand promise. Who delivers on that promise? People. And one step further, from where? The office. So you can and should also translate your brand into your physical space. I couldn't imagine Southwest Airlines' offices being stuffy and conservative…and if they are, shame on them.

​You can't expect people to compartmentalize how and when they "project,” or live, your brand. It's Jeckel & Hyde and it's exhausting. Who wants to be somebody else half their lives? Besides an online predator or something. Please don't fill your company with online predators.