When building a brand, it’s easy to focus on big-picture elements—messaging, logo, design. But what truly defines a brand? The everyday customer experience. 

The Barista, the Broom, and a Bad Experience 

I walked into a nearly empty Starbucks—crumbs on tables, chairs scattered. The place was a mess. One employee was behind the counter, another slouched over a table, looking at his phone. After ordering, I got a couple napkins and cleaned off a table and sat down with my laptop. 

Minutes later, the seated employee got up, grabbed a broom, and began noisily sweeping, shoving chairs, and banging into things. After hitting my chair with the broom a couple times, he asked me to get up so he could sweep under me. Really? I stopped what I was doing, stood up and stepped aside. The space I had just tidied was disrupted again. 

It wasn’t just bad timing—it was a brand failure. 

Every Customer Interaction Matters 

This isn’t just a Starbucks problem; it’s an every-company problem. Customers don’t care about your employee guidelines—they care about how they are treated and how you make them feel. Small actions make or break the experience. 

Job Function vs. Brand Action 

The employee thought he was “doing his job,” but only in the most basic sense. That’s the problem. 

• Job Function: Sweeping = cleaning (a task) 

• Brand Action: Sweeping = creating a welcoming, cared-for environment (an experience) 

Great brands elevate actions beyond tasks. Employees don’t just “do a job”; they create moments that reinforce brand purpose. 

Embedding Brand Actions into Your Organization 

Leaders must connect every role to the bigger picture. Every action—no matter how small—either strengthens or weakens your brand. There’s no in-between. 

The best brands don’t leave this to chance. They embed a Brand Action Mindset at every level, ensuring employees understand the why behind their work. Companies that get this right thrive. Those that don’t risk turning everyday interactions into reasons customers never return.