Employees are the ones that initiate the brand experience by building brand sentiment from the inside-out. However, if your employees aren’t effectively delivering your brand’s promise, because they don’t understand it or are unable to articulate it, then they cannot deliver that promise to your customers. This leads to bad customer experiences, which could impact your word of mouth marketing. So it becomes critical that every person your employee engages with should be shown the very best customer service.  Here’s how to grow your brand from the inside-out.