Matching Culture And Brand For Success


Good leaders understand that a strong, differentiated company culture contributes to a strong, differentiated brand — and that can support and advance an extraordinary culture.

It doesn’t matter if your company culture is friendly or competitive, nurturing or analytical. If your culture and your brand are driven by the same purpose and values and if you weave them together into a single guiding force, you will win the competitive battle for customers and employees, future-proof your business, and produce an organization that operates with integrity and authenticity.

If your culture and brand are mismatched, you can end up with happy, productive employees who produce the wrong results.

With a single, unifying drive, however, you reap the benefits of a focused and aligned workforce.

How can you tell if your culture and your brand aren’t interdependent and mutually reinforcing? A disconnect between your employee experiences and your customer experiences is a telltale sign. If you engage your employees differently from how you expect them to engage your customers, your organization is operating with two set of values.

If you want to consistently introduce new products and technologies to your customers, then cultivate a test-and-learn mentality among your employees and encourage them to experiment with the latest gadgets.

Another indicator of a mismatch is the lack of understanding of and engagement with your brand among your people. Your employees should understand what makes your brand different and special from a customer perspective, who the company’s target customers are, as well as their primary wants and needs.

To address these gaps and align and to integrate your brand and culture, start by clearly identifying and articulating your brand aspirations.

Once you know what type of brand you’re aiming for, you can identify the values that your organization should embrace.

How you operate on the inside should be inextricably linked with how you want to be perceived on the outside.

When your brand and culture are aligned and integrated, you increase operational efficiency, accuracy, and quality; you improve your ability to compete for talent and customer loyalty with intangibles that can’t be copied; and you move your organization closer to its vision.