Few artists understood the power of a brand the way Prince did. For example, he wrote, sang, played every instrument, arranged every song, and oversaw every detail from packaging to the set design for his tours and the way his band looked onstage. Your brand is much more than your logo or the look of your marketing messages — it’s the way your people serve customers, the way your automated systems work, your message-on-hold, your physical offices — everything that touches the customer. When it comes to your brand, follow Prince’s lead. Be a control enthusiast.