Brand behavior is about translating the meaning of the brand essence into every action step taken by the brand, now and in the future: marketing, advertising, promotion, sales, innovation, CSR programs, to quote just a few. Every activity and interaction with the newly defined brand and its target audiences will be guided by what the brand now stands for, as defined by its one-word brand essence. At first sight, this may seem like a major constraint. However, the approach simply leverages the freedom provided by a tightly defined brand strategy. Having defined the what gives everybody in your organization the latitude to explore how best to communicate or enact the brand essence, for example through innovations. The essence defines the brand’s single-minded meaning, from which to shape all communication formats and all other forms of brand expression. Unlike some brands, those defined by one single word function with a holistic concept that achieves maximum consistency among all the elements a brand leverages to engage with its target audiences. Channeling creativity and human energy, this method produces a highly motivational work environment that significantly improves productivity. And it is easy to see how such focus also contributes to reduce cost. This chapter outlines the importance of the brand behavior process and describes the necessary action steps to achieve it.