How far does your brand experience go?

We say it all the time:  your brand is more than your logo, colors, or tagline. It’s the entire experience someone has with your organization—from the first impression to the unexpected moments when things go sideways.

 A recent personal experience reminded us how important those edge moments are.

 After noticing a series of fraudulent Uber charges on a credit card, the card issuer (Chase) sprang into action. The fix was fast, proactive, and personal. New card issued. Fraud reversed. Passwords updated. Clear, helpful guidance provided.

 Uber? Not so much.

 What followed was a frustrating series of scripted chat messages, vague instructions, and unhelpful links. The ease that defines their ride-booking experience vanished the second support was needed. Despite a brand that promises simplicity and seamless service, the follow-through just wasn’t there.

 Interestingly, Chase—a brand that sounds buttoned-up and corporate—was the one that delivered a genuinely great customer experience. Uber, with all its cool-factor and sleek promise of effortless mobility, fell short when it mattered most.

 So what does this have to do with your brand?

 Everything.

 Because a brand promise isn’t worth much if it only applies to the easy stuff. It has to show up everywhere—especially in those behind-the-scenes moments. The ones your customer will remember long after the flashy first impression.

 It’s a good reminder: your brand doesn’t live in a brand book or strategy deck. It lives in every interaction, especially the unexpected ones.

 So how can you make sure your brand shows up consistently?

 Here are three simple steps:

1.        Audit the fringes. Look beyond the obvious touchpoints. What happens when someone needs support, has a complaint, or engages with back-office processes?

2.        Empower your people. The best brand moments come from humans making smart, on-brand decisions. Give your team clear guardrails—and the freedom to make it right.

3.        Pressure-test your promise. What happens when things go wrong? Build in ways to deliver your brand values even in the messier moments.

Your brand is built in the quiet moments, not just the shiny ones. Make sure it’s saying what you want it to.