You don’t “build a brand”—you earn one. You don’t “express your brand values”—you reveal them.

Because nobody cares what you say. They care what you do.

This is my attempt at a comprehensive theory of brand building based on values.

I hope you’ll give it a read: https://www.familyknife.com/newsletter/make-me-laugh-how-to-build-a-brand-based-on-values