A brand should be interesting on the inside.

Your brand is not your logo. It's not your colors or fonts. It's not even the combination of all of these things together.

No, those things are just basically just window dressing: interesting on the outside.

Your brand is whatever your customers feel about your company. It's how they perceive you or your company.

Your brand is in their hearts and minds.

So how do you influence the way you're perceived?

By being interesting on the inside: thoughtfulness, intentionality, and consistency about every moment and every interaction a someone can have with you or your company.

This quote from Steven Grasse (Sailor Jerry, Hendricks Gin, etc) sums it up super good:

When we create a product, it needs to be as interesting inside as it is outside, to give people lots to write about… so if you look at Hendricks, the bottle is interesting, the liquid is interesting, and the whole story adds up. It can’t just be window dressing.

Let’s say it together:

It can’t just be window dressing.

Keep it real

— Rvw

PS. That quote was pulled from the book A Beautiful Constraint, a decent read.