When you are developing a brand profile for you and your small New Zealand business, you need to consider how you are being perceived but you ALSO need to consider the responsibility of making sure you look after your audience. It might feel good to offload to your people. But it's better for them if you focus on SERVING their needs before emoting yours. This means sometimes we show happiness as a brand/ person even if we don't feel happy - because it's the more professional option.