Depending on the size of your organization, there may be a specific group (marketing, public relations) that has the formal, job-description task of telling your brand story.
But don’t kid yourself — there really isn’t any control over who tells your brand story. No matter what size your organization, everyone has a stake in telling your brand story. Owners, managers, employees, shareholders — all of them (you) are brandtellers. So are your prospects, customers, patrons, members, guests — whatever you call the community you serve.
So, the question is: Who isn’t telling your brand story and what are they saying?
In today’s multi-communication-channel, non-stop, 24-hour-a-day world — anyone and everyone is able to tell some story about your brand. Some it it you may like and some of it you may not. Some of it will be true and some of it will not. That’s why it’s important to remain open and accessible, and to communicate frequently.