Great brands know that brands are built not by what you say, but by what you do, and so they make brand culture—not communications—the priority” 

The other day, I came across a very moving story on my news feed.  Earlier this month, a homeless man walked out of the cold and into an Alabama Chick-fil-A asking to work for food.  After seeing the man, store manager Mark Meadows gave him not only a free meal, but the gloves he had worn to work that day.

While Meadows says he doesn’t feel like he did much, thousands of people have been touched by his compassion.  I’ll bet 

that his generosity has inspired many to serve others in ways that they wouldn’t have previously considered.  Just as Meadows’s simple gesture probably meant so much to the man who came to his restaurant, he has likely helped another person’s needs be met without even knowing it.

Martin Luther King once said that everybody can be great, because everybody can serve. It’s easy to wonder how much of a difference we can make sometimes, but the reality is that every time we meet someone, we can have more of an impact on his or her life than we’d imagine.  As you think about your brand, consider the people you might be helping through your work. How can your organization make a difference?