No longer can we huddle in our cubicles pretending the company brand is hidden down the hall, locked away safely in the marketing department’s vault. It has become clear what a company does each day can say more about its product than carefully scheduled commercials or press releases. Especially now, as we go more social and mobile. We are entering an era that rejects rhetoric, when the talk must walk and a little action is always too little too late. But this is a good thing. It puts the power of the brand back in your hands. Gaining mindshare and building brand awareness & loyalty has always been something pushed off to outside agencies to figure out. But things are quickly changing. Your daily work experiences can be just as instrumental in developing a meaningful brand and corporate image. HOW?  Let’s start with what you do daily while facing customers, vendors and even one another. We all need to communicate — and how we convey thoughts and connect with other people is very telling. It represents the human dynamics behind the company’s evolving brand.  As work relationships mature, we naturally improve our methods and polish the brand while refining our style. Here is the main question you should be asking yourself according to the department you’re in: Sales: What do I say or do to show the value of the product in a way that generates leads? Human Resources: What do I say or do to show the company culture in a way that helps find and retain employees? Customer Service: What do I say or do to reassure and effectively resolve customer issues and questions? Soon, common themes will become apparent as you compare stories between departments. Those themes can easily be applied and solve larger communication challenges.  In the hands of strong leadership, they can also help mold a new mission statement. They can even support and help stress-test your current marketing and brand research. When properly leveraged, these themes represent brand clarity and confidence that can authentically reenergize your “image” with audiences. The bottom-line: By sharing successful communication tactics through collaboration and understanding why they work, you harness the power of the brand from the inside out. You empower employees and inspire customers as you grow your brand in an unified direction. A that is a very good thing.