Do you think of your team as brand ambassadors?

Way back when I was doing some consulting for a roofing supply and I proposed the "brand ambassador" thing to them.  There team was representing their company with every interaction with the building/home owner and the contractor.  Are they prepared to have brochures or a business card when someone stops on a delivery?  Do they know what your message or mission statement is?  Do they understand what you pride yourself on... pricing, service, etc.  Are they proud of the company they work for?  It shows.  Do you plan for this?