Marketers spend a lot of time building brand promises and personalities into external communication. That is fine, but are you living your mission and core values? Does every single employee wake up every morning knowing why they are passionate about working for your organization? Do they share the organization's values? Are they completely dedicated to helping it achieve its mission?
Brands are as much about winning the hearts and minds of their employees as they are about winning the hearts and minds of their customers. If a brand's employees are fully bought in to its mission, vision and values, then it will show through to its customers as well.