"Any brand is simply the collective intent of the people behind it. To everyone your business touches, from employees to consumers, the brand deﬁnes who you are and what you stand for as a business. If you want great business results, you and your brand have to stand for something compelling. And that’s where brand ideals enter the equation.
A brand ideal is a shared intent by everyone in a business to improve people’s lives. The ability to leverage this ideal is what separates great business leaders from good, bad, or indifferent ones. A brand ideal is a business’s essential reason for being, the higher-order beneﬁt it brings to the world."
If you asked each of your employees, would they communicate a singular shared intent? How about your customers? If there is confusion about what your brand's intention is amongst your staff, don't be surprised if your customers reflect that in how they value their relationship with you.