It starts by delivering your product or service in such away that the customer experience is exceptional. It has to be on time and on budget. It has to meet quality standards. It has to get through the use cycle with an A on the report card. All this has to be done profitably. This is a tall task and is what separates the truly remarkable brands and the not so.This is the heart and soul of your brand. It’s where the” why you do”,” what you do” and “how you do”, all come together. It is the testing ground and the centerpiece of the brand promise. Yes, the rest of the body needs to operate in kind to insure a complete brand experience, but this is the heart.