A brand’s story isn’t just filler for its Wikipedia page; it is a powerful marketing tool. If you can successfully communicate your company’s story, values, and plan for the future, you will be able to generate the kind of lifelong commitment to your brand that most businesses only dream of. However, to ensure that your brand’s story doesn’t get distorted or “lost in translation,” so to speak, you must engage your employees by helping them to understand their own investment in the story’s outcome. If you can capture their imaginations with your message, they will spread the word to all corners of the globe.
Via Kathy Hansen