The brands and companies that resonate with us represent something outside of what they do.
These companies make us feel a certain kind of powerful, happy, affluent, loved.
At every touch point, every interaction, word, image, page, error message, email signature, etc is an opportunity to echo what you stand for.
There's a lot to do. So how do you focus? Consider the number of eyes, amount of time, intensity of emotion at those points, and redesign the experience!