At the heart of all good brands is their ability to tell a cohesive story. This is most effective when it starts with c-suite executives and matriculates throughout an entire organization. At a bare-minimum, a brand’s storytelling ability should be able to explain what a company does. Ideally, good brand storytelling will eventually explain why a company does what it does.
Take a minute to read the short American Marketing Association article (linked below) on storytelling pitfalls and ways of avoiding them.