Disney World

EPOC: be congruent at every point of contact

Shaan shares his branding heuristic, EPOC (Every Point Of Contact): decide what you stand for, then embody it at every customer touchpoint. You can't be the 4-Hour Body guy and be out of shape; like Disney World, if you stand for joy, even the bathroom has to be joy.

“It's called EPOC. E-P-O-C. It stands for every point of contact. It said if you want to make a great brand, you need to be congruent. So you need to have something you stand for. All right? Most people don't know what they stand for. They're not clear about it. It's not unique. It's not compelling.”

Steal thisDefine what you stand for, then enforce it at every single point of contact a customer has with your brand.