Your company has thousands of brands

Advertising agencies used to tell you that your brand was built through advertising. Of course they did — that’s what they were selling.

But you don’t build your brand in the market. You build it in people’s memory. And memory listens to behaviour, not promises.

What people see, hear and feel shapes the picture they have of you. A tone, an experience, a detail. That’s where your brand lives.

You can’t control that picture, but you can influence it — more than you think.

Campaigns help set direction, but the real work happens in the details. In how you do your job, how you write, greet, deliver. Or how you respond when things go wrong.

Imagine you’ve got everything perfectly lined up — your identity, your campaigns, your team.And then that one angry customer trashes your service on Facebook.

How you respond in that moment says more about your brand than a thousand ads ever could. That’s what sticks. That’s what gets shared.

Because people don’t remember logos. They remember behaviour.

That’s why IKEA lets you return anything — no questions asked. Why Coolblue sells the Jiskefet Hidden Sound System in their store. And why Lexus will drive you home when your car’s in for service.

So next time you wonder whether a small detail matters or not:
there are no small details.

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