13 characteristics of human brands

The logo, the product, the service—these are not the foundation of your brand. Your people are. Help your brand reflect your culture and mission by understanding these elements.

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Your brand is all these things and more: It’s what you tweet, post, pin, +1, Instagram, and offer as a call to action. It’s what you write in emails and what you don’t. It’s whether you talk about yourself all day on Facebook or offer real value.

Your brand is what you say, do, and think. It’s what your employees do online and offline. It’s everything including your privacy policy, your social media policy, and the amount of spam email you send.

It’s how you manage crisis or how you don’t. It’s how well you listen and, most important, how quickly you respond when people request help or engage with you online or offline.

The living, breathing, human brand

The human brand is much like a living, breathing organism. Its true definition is determined by those who love, like, or even dislike you. A brand is made up of humans within your organization and finally defined by those outside your organization.

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