What UX does your E&C department offer?

About 10 years ago, my department changed its name from Business Practices to Global Ethics & Compliance.

Our new name needed a new logo. So we hired a consultant who created a mark that was just right. We were really proud of our new brand.

But, as Seth Godin points out, a logo is just a flag, not a brand. The brand is created by the experience of the customers.

How would your employees describe the experience of interacting with your ethics and compliance department? Whatever that description is, that’s your brand.

No logo can change that.

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