Building and maintaining a strong brand takes many moving parts to go from consideration to implementation, and can often start with the simplest of statements mentioned in a meeting. However, with careful planning and attention to detail, the benefits can be great.

We have all heard of and or experienced brands with memorable, talkable experiences. Disney, Chewy, Chick-fil-A and Zappos. The list (actually) goes on. Large or small, your company CAN create great memorable experiences, and there are lessons to be learned all around us. You cannot afford not to because your brand will not endure if the guest experience is not worth talking about positively (and sharing with others).

The meaning team members will attach to routines and brand rituals is needed today more than ever. They foster a sense of belonging, but because these are often as natural to us as breathing, they often go under-appreciated.

Panic marketing has good intentions – to counteract a disaster of some sort – which is why it can be so insidious. Worse, however, is when we justify panic marketing as a means to “loyalize” customers – something that does not happen through marketing in and of itself.