Selling Your Brand Story Through Your Employees – Chris Wallace, Innerview – Episode 35

How are you tapping into your customer-facing frontline employees and partners right now? Do you think about your internal audience as part of your brand storytelling work?  Do you think about how your internal brand folks influence your external audience? How they can help build better connections and better results with your audience?

Today’s guest joining host, Sarah Panus on the Marketing With Empathy podcast, is an expert at the power of selling your brand story to your employees to drive better business results. Chris Wallace is the President of InnerView.

Topics Discussed During this podcast episode

  1. What does empathy have to do with internal branding work between Marketing and Sales teams?
  2. How does Innerview’s Brand Transfer Score work, and what insights does it measure?
  3. Why are companies struggling to reach their employees and tell a consistent brand story?
  4. InnerView’s research findings that nearly two-thirds of marketers AND employees don’t feel confident in the employees ability to tell their brand story accurately and consistently.
  5. Ways brands can better tap into their employees and aprters to drive business results
  6. Chris shares a major growth moment he had in his career that involved betting against himself.


Chris Wallace is the Co-Founder and President of a marketing consulting firm called InnerView, that helps companies align their brand and product stories with their customer-facing teams. At InnerView, Chris and his team have developed a Brand Transfer ScoreTM tool, which helps companies measure brand message alignment and engage their frontline teams in innovative new ways. (we’re going to dig into this on the show today)

Beyond his work with clients, Chris is able to apply his passions as a teacher and thought leader. He’s taught as an adjunct MBA professor at Temple’s Fox School of Business and has been published in some outlets you’ve probably heard ofincluding Harvard Business Review and Ad Age. He was also recently named to the Forbes Agency Council. Chris received a B.A. in PR from Syracuse University’s Newhouse School and an MBA from Temple University. And lives outside Philly with his family.

Connect with Chris Wallace on LinkedIn

Learn more at

Learn more about Brand Transfer Score at

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Sarah Panus is a content marketing strategist, Minnesota mom, and owner of Kindred Speak, LLC, a remote consultancy that helps brands with digital content marketing, influencer marketing, and brainstorming. She’s spent the last two decades helping brands including Sleep Number, Starbucks, Nestle Waters, Christos Bridal, Game Crazy, Cone Inc, and others speak a kindred language with their audiences, driving brand advocacy and millions in revenue and brand engagements. Email Sarah at to book a free 20-minute consultation to discuss your brand storytelling questions and needs. Follow Sarah on Instagram or LinkedIn as she helps brand content marketers who struggle with overwhelm or confusion at work. Learn more at