The first things that come to mind when people think of a company’s brand is the logo, and then probably the tagline. While those are certainly important elements of a corporate identity, your brand is defined by much more than graphic design and key words.

Your brand is the story of your company. It’s who you are and what you do; it’s your history, your narrative, and how the world views you. Your brand is your reputation.

What makes a good story great? Simply put – the characters and the voices that shape and deliver the message.

The people that work for your company are a critical element to telling your story and shaping your message. Your employees are the storytellers, and it’s their words and actions that people remember when they think about your company. They are your real-life logo; the personification of the values that your company promotes. They create your history and shape your reputation.

When your people act as your day-to-day brand champions, they constantly reinforce the tangible image of your company that your brand portrays. With their leadership and hard work, your brand becomes more than just a logo, website or Facebook page – like a cast of Oscar-winning characters, your brand and your people become a part of your customer’s lives.

Do you want your brand to personify customer service? Empowering your employees to solve customer issues the first time goes a long way to reinforce that story. Think of Southwest Airlines – you may not love their boarding process, but we probably all agree that they love their customers. That’s because their employees act like it and execute it on a daily basis.

Is your company a price leader? Are you inexpensive but not cheap? Employees that are well-versed in the benefits of your products, that can speak comfortably about price, and are happy to provide good service will do as much (or more) for your company’s reputation and viral success as expensive ad campaigns. Trader Joe’s is a specialty grocery store known for its low-priced, private-label products. People get so excited when a store opens in their neighborhood that there’s a line out the door on day one. Why? It’s not just because they sell lower-cost groceries and $3 wine; it’s also because the Trader Joe’s employees, with their perky Hawaiian shirts and sunny attitudes, make shopping there actually enjoyable. Their people make the slogan “At Trader Joe's, shopping is a picnic, every day” ring true.

Does your company strive to build apartment communities that are more than just physical assets – places that are neighborhoods, not complexes, with a real sense of community for your residents? At Camden, we rely on our onsite teams to provide a first-class experience at every point of contact. Our people’s commitment to the company and to our customers ensures that our story matches our mission “to provide Living Excellence to our residents.”

Why do we like stories? We relate to the characters and storytellers on an emotional level. We develop a sense of trust in them. We believe in their words. When a company’s employees are aligned with the brand’s messaging, it becomes that much easier to convince your prospects and your customers that your brand is authentic and that your company is trustworthy. And, that’s what we strive for at Camden.

Summer Austin is co-presenting "Branding – Challenges and Lessons" at the 2015 NAA Education Conference & Exposition. You can register for the conference here, and add Summer's session to your schedule on Thursday, June 25th at 11:30am.