Everybody knows brand culture is important. But how do you have an intelligent discussion about it? Here’s a guide on how to define your organization’s culture and talk about it productively.
First, define what “brand culture” means in the workplace.
Culture is a loaded term that means different things to different people. So first, it’s essential to define what culture means in the work context. In short, culture in the workplace can exist in three basic categories:
- Our attitudes
- How we work
- How we behave while we work
Ideally, the thoughtful creation of these three elements of your organization’s culture should nurture and support your collective goals.
How a workplace culture supports your business goals
The connection between your workplace culture and your brand is not a dotted line — it is a direct relationship. The characteristics of your culture need to provide a strong foundation for the business’s daily actions.
To have an intelligent discussion about culture in the workplace, start with the ideal scenario. Think of the aspirational characteristics that will support your brand and business goals. There is no definitively right or wrong answer. At the end of the exercise, you should agree upon a direction to achieve these goals. You should also ensure you solicit input from stakeholders regarding what the organization should strive for. Not only will this group provide useful insight, but they will also become your culture ambassadors within your organization
For example, if your business goals are centered on being first to market with new products, consider how your culture supports this goal. The characteristics of your attitude, how you work, and how you behave should support efficiency and effectiveness. Your culture should celebrate that mentality and reward that mindset.
On the other hand, if your business positions itself as providing personalized, creative solutions for your customers, your culture should center on characteristics like listening skills and innovation. Everyday activities from how meetings are conducted to office hours and dress code should support your goals. Otherwise, it’s just lip service.
Your brand culture: From the outside looking in
Culture is not limited to inside your organization. Your culture is an important aspect of delivering results, and it’s also part of your brand. Because it is part of your brand proposition, it supports the unique space in the marketplace. A clearly defined and nurtured brand culture also plays a crucial role in customer relationships.
Ready to have a productive discussion about your workplace culture? The brand experts at id8 are well-versed in leading strategic, thoughtful conversations that will yield a real return on your investment. Call us today!