In every form of communication, organisations always try to stay true to their brand. If the message is crafted well enough, people who interact with that brand can always see the story and buy into the message.
Every brand has a story and this story is embedded in every interaction and every message.
You have a brand, and the message has been masterfully crafted over 2000 years ago. When you walk, talk, work, eat, discuss, smile, brainstorm, argue, teach, and do all other humanly-possible activities, what story are you telling?