The way your company is perceived by the public is almost always a reflection of what’s going on in the inside, says Melanie Spring, founder of the Washington, D.C.-based marketing company Sisarina.

That’s an important lesson for busy companies who don’t work hard enough on crafting a positive staff culture or who confuse authenticity with some sort of marketing message. Spring says that true ‘realness’ emanates from a company’s core, and impacts everything you do, including the products and services you create.

She suggests businesses be firmly rooted in their convictions and think about how they impact every exchange -- “from the administrative assistant picking up the phone to the boss actually sharing a presentation.” Setting expectations empower staffers to help you build the company you want to lead.

Hear more from Spring in this short video.

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