I’ve been involved in some interesting discussions about brand strategy, and one of the topics that keeps coming up is “living the brand” from the inside out. Consistency distinguishes many great B-to-B brands, and a clear brand vision needs to be shared and understood by a company’s employees (and I mean *all* employees, not only the marketing department and sales organization). At every touch point employees have the opportunity to enhance the brand and to build customer trust and confidence. Of course, external branding efforts are important, but employees literally are the voice and face of the brand. Here’s a reality check: do some “walking around research” in your company to see if employees can articulate your brand vision. If you find many are “off-message,” how can your company possibly deliver a consistent and positive brand experience to your customers? And, what will you do to address this internal branding challenge and help your organization “live the brand?”