The biggest opportunity any organization has in articulating its brand story externally is to communicate that story effectively to every single employee, at every level of the organization.
Your brand is the heart and soul of your organization. It defines not simply what you do, but how and why you do it. It describes the experience your customers enjoy every time they interact with your organization. Your brand defines the benefits for the customer, and therefore, its true value.
A well-told brand story defines for employees the expectations customers have of them to deliver on the brand promise every day. By hardwiring your brand story internally, you make certain that no matter who the customer interacts with – the CEO, the online customer service person, the housekeeper – everyone delivers the same positive, on-message experience all the time.
In the end, your brand is simply what your customers take away from their various experiences with your organization, good or bad. Make sure it’s going to be good externally by starting internally.