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There's a huge insight in here for people who are ready to hear it:

__"this is the essence of brand. What’s your driving force? Do you prove it by repeating your patterns of behaviour over and over again?"__

Your patterns of behaviour – what you do over and over again INFLUENCES what your customers experience when they engage with you.

What your customers experience over and over again when they engage with you INFLUENCES the associations they make between engaging with you and the emotional outcome they expect.

Your customers' expected emotional outcome with you ... well THAT IS your brand.

Perhaps we might do better if we spent less time worrying about what colour our logo is and more time paying attention to what our customers experience and the emotional outcomes they start to expect ...

Just a thought. Love the post though! And also the book you referenced – it's a banger.

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Great post Corissa. Can't wait to hear how the book pans out!

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