Among the brands you admire most, there are probably some kick-ass logos and color palettes. Visual identity is important — but visual identity isn’t what turns would-be customers into raving fans. The secret to building loyal brand advocates is employee behavior.
Many people think that a brand is simply a matter of having a logo and a website. But you don’t have a brand. You are a brand. Visual elements are undoubtedly critical to your brand, but they make up only one part of it. Your brand is much more comprehensive. It’s the collective sum of everything you and your employees say and do — how your team makes decisions and behaves.
