Deep down inside, every organization has a brand. You may not realize what it is. You may not know how to tell others about it. But it’s there. A brand is not just a logo, color or tagline. Some call it a promise, core competency or unique selling proposition.

But yo should think of your brand as a story. Your story. Someone else out there sells what you sell. How do you become more than a commodity? The thing that makes you different from your competitors is who you are as a company. Why you exist. It’s how your company and your customer interact. It’s about how they experience you. It’s what it is like to be your customer. Or your employee. That’s your story. And your brand.

Every business exists in a complicated, crowded marketplace. People are bombarded with over 3,000 marketing messages every day. So, how do you stand out in the marketplace? How do you differentiate yourself?

By building your brand. By having a compelling story.

If you stopped five people in your organization and asked them to describe what your company is all about, would you get the same answer? Most likely not. That’s because you either haven’t discovered your story or you haven’t shared it with them.

And yet, those are the people who interact with your customers every day. If they don’t get what makes you different or what kind of experience you are trying to create, what are the odds that your customers do?

Give it a try.

Did you use a tired cliché like “great customer service” or “committed to excellence?” Could your competitors, whether it was true or not, say the same thing?

In contrast, if you really take the time to craft your story, it is unique. Like any good story, it has main characters, a journey, some challenges and maybe even a foe or two. Your brand story should speak of your mission, what drives you. And why we, the potential customers, should care.

In the absence of having this insightful understanding of their business, many senior managers and CEOs spend too much time and money reacting to what their competitors are doing, as opposed to staying true to their own course. That is a sure-fire way to fail — to play someone else’s game, as opposed to crafting your own game plan.

This is not just a “marketing thing” or something you change annually. Your story isn’t complete. Part of your story is where you want to go. Knowing and understanding your brand will affect the way you interact with everyone. It becomes a divining rod by which you make key decisions. It will help keep you on target. Fewer detours. Fewer bumps in the road. We are talking about more than a business plan bullet point or some catch phase of the month.

Once you have explored and defined your brand, you’ll be amazed at what happens next. You need to start telling the story. To everyone. Your employees will be energized. Your sales team will exceed goals. Everyone will be headed in the same direction. They will share the same vision and pride in what you deliver every day. As you step to the next level, that’s the kind of strength and focus you want to take with you. Isn’t it time you discovered your story?

Drew McLellan is president of McLellan Marketing Group and author of “99.3 Random Acts of Marketing.”