Whatever it is you do - show them in EVERYTHING you do.
Each customer communication is a chance to remind your audience what it is you do and reinforce the essence of your brand. There is never a moment when the show is not on - never a minute when you want your audience to see that man with the crazy hair pulling levers behind a curtain.
Whether it's answering the phone, checking a bag or printing out a ticket, every customer touchpoint is part of a larger story playing out.
When you join Seattle Art Museum, of course you get your membership card and a welcome letter. At many places that might be all you get. But at SAM you also get a little bit of what they do - which is art.
Simple but gorgeous onboarding materials let you know you're in good hands. As you handle the nicely printed paper and read the content, just like that - you're taking in a private exhibit at your kitchen table. The SAM brand has come to you.
Which makes it a lot more likely you'll now go visit SAM.