Organizations begin with a vision. It could be for a product, a service, or a mission. Often with the help of an agency, a brand is defined. Working together they develop a shared vocabulary, positioning, identity, goals, and objectives. They adopt a mission statement, vision statement, and a brand promise. With those in mind, they establish policies, procedures, and protocols. That's simple enough. But then what happens?

Often times the organization then races to bring the brand to the marketplace, wanting the buying public to see who they are now, what they stand for, and what they have to offer. In short, wanting the consumer to see and believe in their brand, and of course, consume it. But in doing so, the organization may overlook a fundamental audience. In focusing so much on the end-customer and communicating their difference in the marketplace, many organizations underestimate the importance of communicating and embracing their difference inside their organization

You see, brands are not only about an experience with a product or service; they're about an experience with the people bringing the brand to life. Your employees are your best brand advocates. They are an integral part of your brand — they live and breathe it. Your customers only choose to buy it.

In the best-case scenario, as brands are defined and redefined, employees are trained on what the brand is. They're educated on the brand promise and the brand's mission. They're reeducated about changes in operations, offerings, and objectives. They learn how to talk to clients, customers, and coworkers. But more importantly, they're not simply learning what the brand is, they're learning to believe in and celebrate the brand. By communicating and sharing with your internal staff, you are working to build consensus, gain buy-in, and create a strong foundation for your brand.

Your brand is a promise. And your brand promise is the simplest expression of what your organization is all about. It is made and maintained through every experience between your product or service, your employees, and your customers. It's what every employee works towards, from the CEO, to the call center rep, to the receptionist. Do your employees know and agree on your brand promise? Do they believe in it? Do they work to uphold it? Further, if you were to ask your employees about your brand, what it is and what it has to offer, what answers might you hear? Is there alignment between your culture, offering, and your promise? Go ahead. Ask around.

With the end of the year fast approaching, you're probably already planning for next year and the years ahead. You're establishing goals, budgets, and communication objectives. But as you're thinking about how much money your organization is going to spend on reaching those goals and getting your message out to the right audiences, remember that brands begin from within. Communicating the value of your brand internally should be a key priority. For every time you communicate your difference in the marketplace, you should communicate your difference inside your organization as well.