You built a story about your organization. You have told it to yourself over and over again, refining the details until it has become seamless and believable. You think it is a complimentary and believable representation of your organization's personality - its "brand".
What if it isn't? What if you have told yourself a story about what you think your organization is or what you desire it to be? What if the personality of your organization is not as seamless and believable as you think it is? What if the leadership or employees or customers are not what you think they are or want them to be? What if they are all delusional? What then?