Are they versed in the decisive, differentiated advantage your brand delivers compared to competitive offerings (your brand position)? Do they know the nuances of the benefits your brand provides to your customers (your brand value proposition)? Can they speak to the big picture of what your brand stands for (the brand vision and values statements)?
If they do know all of this, are they actively and correctly living and breathing it in the way they deliver the brand experience?
If you’re not sure, you should find out (ask your employees about it all). If things aren’t hunky-dory, you need to get everyone on board, singing from the same page in the same hymnal. And (gasp!) if you haven’t thought through all of these things yourself and proactively developed and strategically crafted your brand identity, now’s the time. Because the very success of your business depends on it.
After all, isn’t that success why you show up to bust your butt at work every day?