Brand Culture is an organization’s culture that its workforce lives by through values, practices, beliefs, and even its public marketing. This includes a company’s encounters both internally by employees and externally through clients and the general media. Brand Culture is driven by internal branding concepts and employee engagements. Whether or not a company has knowingly defined and shaped its Brand Culture, the success of the company is determined by it. Here’re some tips on how to define a company’s Brand Culture for successful engagement and employee retention.
4 Tips to Define a Brand Culture
1) Define the Band Culture – It’s impossible to have consistency if an organization hasn’t defined what it is they stand for and how they plan on achieving success. A lot of companies do this through their Service Promises, which is a companywide understanding of the roles of service and an organizational commitment to service. This can also be done in on-boarding and training and through reinforced practices and reminders such as newsletters and even wall posters.
2) Evolve and Show it – Express to employees both new and company-vets that the intentions are to stay on top of trends and that cultivation, growth, and evolution are important. More than ever before in business history, being able to bend and mold to trends and to even set new trends is appealing. Company newsletters, media announcements, and messages from its leaders to inform and engage are positive reinforcements for evolution and growth.
3) Engage and Set Boundaries – Social Media is a great way for a company to define its Brand Culture, but used improperly it can cause negative media. It’s important to encourage employees to engage with the public with pride for their employer, but to have an understanding of any non-disclosure or privacy matters. It’s important for everyone to also understand that everything an employee says and does on social media is a reflection of their employer as well. Make sure to encourage and inform.
4) Use Referrals- The biggest advocates for Brand Culture will be an organization’s current talent. When recruiting for new roles, referrals current employees bring in will likely share similar values and provide an easy growth and brand culture retention.
When people think about world famous brand culture, the companies Apple, Google, and Microsoft come to mind. They’ve advertised their success and their employees are advocates for Brand Culture and company pride. Their reputations are built on evolving, engaging, and sharing!