Your brand is not the clever tagline you or your marketing consultant comes up with. It’s the sum of positive and negative experiences that your customers and clients have with you over time, synonymous with “word of mouth”. To ensure you’re building lots of small, positive deposits into your brand bank account, you need solid operations.

We call this “repeatable excellence”, where they know they can count on you to deliver the same experience consistently. Thus, solid people, process, and platform are critical– to be able to execute checklists reliability.

That’s less about advertising, gimmicks, or SEO tricks– it’s about documenting exactly what you do and squeezing out the people and processes that have failed you.