Nobody thinks to write fun release notes. It’s all, “Bug fixes and improvements/enhancements.” Until the team at Slack did it.
When you delight people often enough—like Slack does with its writing—you develop a brand that people enjoy spending time with. You learn to say it your way, and nobody can be better than you at being you. (Check out Slack’s voice and tone.)
You create a moment that makes someone feel good and smile, and then that person shares that moment with other people. You do that often enough, and that’s how you build a good brand.
That requires creativity. Not business, not management, not ROI—just good old fashioned talking like a person, telling jokes, and spicing up a dull moment.
Reputation is all about repetition.