You’ve probably had a disappointing experience with a brand or business. Maybe you couldn’t put your finger on what was wrong or why? Customer dissatisfaction is a result of a gap between promises and actions. Filthy bathrooms at the restaurant with the elaborately embossed menu. The snappy flight attendant who wears a painted on smile. Uncomfortable plastic seats in the chiropractor’s waiting room. Out of date produce on sale in the organic grocery store. A damaged delivery that was carelessly packaged.

People often ask me about the secret of a great brand story. I think there are two. Truth and consistency. It’s hard to live one without the other. When our brands are story-driven, that story is lived in every single decision, consistently, on good days and bad. The delight is in the detail.

Image by Dukas Ju.