The narrative of your business should be a story. It should be crafted. You and your team need to know how to tell that story, in any and every media. The story should be told well, and it should be told often.
The marketing story should be shared with equal frequency to your internal constituents as it is your external targets. Your teams represent the brand to these external targets. They need to know the narrative as well as you do.
As I grew up in the industry I was surprised at how often the leaders I most admired told their marketing story to us. As I learned our story, and became more effective at telling it, I realized why.