How Brand Identity Defines Company CultureDeveloping a brand is more than executing a promotable agenda that heightens consumer awareness. It's just as important to define and implement the culture you plan on attracting people to. Companies that have spent a majority of their time assessing "what's in it for me" have more than likely experience loyalty heartache. Not only does this affect marketing return, but the people within the culture itself.
I had a great discussion with Lee Griffith earlier this week regarding an upcoming podcast we’re planning for. After coming across each other’s business models, we were both intrigued by the level of authenticity we consistently speak on. Lee has extensive experience in company culture analysis and specializes in corporate behavior coaching, career development, and team building.
Amongst many other things, we discussed the benefits of building an insightful brand. Not only am I committed to providing clients with a thorough understanding on how to voice and engage their value, but I want to give them an option to implement their vision internally. This is where Lee and I’s passion collided exponentially.
Understanding Where Society is Today.
As our conversation trickled into areas of sustainability and empathy, we realized that our societal culture has slowly been shifting towards selfish ambition. We live in an age where a large portion of companies focus on “what’s in it for me?” With the expansion on online media and news coverage, people seem to receive a slighted version of reality on a continuous basis. We’re being told what’s acceptable, what we should accept, and what we can’t say. We’re also being criticized for authentic perspective, no matter the stance.
Not only is there a workforce divide between millennials and Gen X, but there’s a lack of respect for authenticity – and even authority. The clash between cultures is ignorant as both haven’t the slightest idea of the experiences that drive the other. Not only are corporations increasing their stinginess, but inflation and job satisfaction are ruining some of these experiences.
Taking a Look Today’s Work Culture.
People are becoming more and more unwilling to be their authentic self. There’s a new sense of anxiety that comes with employment even though most are willing to conform in order to keep their jobs. This isn’t healthy and creates justifications for employees to act out of character or lash out against authority. It most definitely hinders personal and corporate growth. Establishing the parameters of your business and setting expectations for brand voice and persona not only creates a fulfilling aura, but satisfies customers a lot better.
If you take a look at today’s hiring processes, it tends to surround experience and accomplishments. Cultural fits aren’t considered often and turnover continues to increase. So why is this? It’s because value is being based on, “what can you do for me.” To take things further, most companies want to know how far prospective employees are willing to bend for the company that pays them. What do you think would happen if you define the persona of your ideal applicant and allow prospects to qualify themselves?
Why Value is Being Lost in Business.
Since most of the workforce is searching for occupations that garner the most money, we’re starting to see the ramifications when they aren’t able to allocate a fulfilling opportunity. We’re seeing more and more young people turn to entrepreneurial opportunities without the experience necessary to succeed. Therefore, brand promises are being broken due to business owners chasing revenue instead of supplying value. In effect, it’s ruining many customer experiences.
But, before you think I’m placing the blame on business, society isn’t helping. People are becoming more needy and selfish as convenience has been shoved in their face over the course of the last decade. With not much mediation, who’s willing to give? Well, in my opinion, it starts with the work culture that most everyone is engrained in. So how can we address this ongoing epidemic?
Defining Company Culture Through Branding
Some of you are going to think: “Man, who’s this guy think he is?” That’s OK – I’m not here to make everyone sing and dance towards change. I’m simply looking to speak on my experience and the reasoning behind the brand I established. You see, in order for me to define my value, I need to identify the audience I’m trying to reach. If you happen to be reading this article, it’s very likely your brand culture sucks. Either you’ve realized this, or you can’t seem to hold onto employees.
Why a Clearly Defined Brand Excels.
In most cases, you’ve looked for ways to enhance the culture you’ve developed. Whether that be providing more incentives, discounting prices, or even conforming a little to hold onto high performing people. Hey, at least you want to address things! The problem is, you’re not defining your brand and setting expectations on the front end. No matter how many benefits you stack on top of each other, people will always look elsewhere when the experience isn’t fulfilling to them.
If the purpose of your company isn’t pumping through the veins of your people, then you’re doing them a disservice. It’s very unlikely that they’ll buy in. As a matter of fact, you’re doing yourself a disservice! This is the stigma surrounding the “neediness” of millennials. Whether you want to believe it or not, employees want to be apart of success and providing value. They want to go home and know they accomplished something rewarding instead of dreading doing it all over again the next day.
If you haven’t clearly defined the value you’re company provides, then a sense of emptiness is inevitable. People long to be their authentic self, and until companies are able to conform a little and meet them in the middle, they’ll continue to search for the perfect employee while experiencing disappointment in results.
How You Can Begin Implementing a Branded Culture
Although this may seem like a fairly simply analysis that is easy to fix, I urge you to take this seriously. Try asking yourself these questions:
- What is the origin behind your company or what was the main problem you set out to address?
- What is the type of service you envisioned when you first launched?
- Are you currently executing this vision and finding people capable of doing the same?
- Can you look in the mirror and acknowledge you’re chasing revenue instead of empathy for those around you – for those supporting you – for those spending money with you?
- Can you take the ideal characteristics (or competencies) of your brand and relay them as a standard?
- What does success look like for your company and how can your people be a part of it?
- Do you want to develop a unique brand that relays a sense of authenticity and attracts talented individuals that are willing to take a pay cut to experience what your company has to offer?
I’d love to give you all the answers, but that would require an extensive amount of discovery. Every business is different. Every company experiences their fair share of failures. The brands that are able to pivot and find a way to provide value (even if they’re not the most profitable) tend to be the most rewarding. As society continues to evolve, companies with the most empathy for their customers and employees will experience the fulfillment of business they long for on a daily basis.
My Passion For Your Success is Real.
Don’t believe me? Try scheduling a quick call with me to see where your opportunities lie. Taking the time to define your brand and corresponding company culture will allow you to find more ways to invest in the performance of your people while catering to the needs of your customers. Once you commit yourself to the process, you’ll quickly realize how easy it is to develop trust and loyalty.
At the end of the day, providing clarity and setting expectations for the value propositions you’re making will set you up for success more than you think. Whether you need a simple consultation by a brand advisor to help you get on track or you’d like to enroll in the program Lee and I are developing – investing in your brand is the right move. Just don’t be wasteful in the meantime as your ideal culture awaits.
Schedule a Call to Discover Opportunity
Analyzing your company culture is a great way to rejuvenate the purpose of your brand and it’s corresponding promises and values. if this is something that’s important to you, I’d love to learn more about your situation so I can convey an action plan that makes sense. Initial conversations are free and you can anticipate authentically honest answers that are geared towards your brand’s success.