If you want people within your organization to invest themselves in your brand like Captain Flanagan has in United Airlines, inspire them to step up to the plate and “live the brand story,” instead of merely doing the tasks required to get a job done.

Behind every great brand is a great story, and yours is no exception. The best stories have emotion and passion that invite people to participate and make them believers.

If you want to help your brand move “out of the middle” and migrate upmarket in the minds of your target audience, find your brand story and share it with everyone on your team as often as you can.