Everyone has a brand culture. The smart business knows this and works hard to make sure their brand culture is communicated effectively to all stakeholders – not only to their customers but employees, vendors and more.
Whether you successfully communicate the values, mission, story and overall personality of your brand, your employees are living it and your customers are experiencing it. And don’t think for one second that just because you have a beautifully written mission statement, that your company is actually conveying that message to your customers. More importantly, do your employees even understand and feel the brand of the culture that they are representing on a daily basis? Certainly a great mission statement is the first step toward establishing your business, but the ability to embody it as a company is where the real work comes in.
Take good care to constantly promote this company personality or culture consistently: in meetings, staff newsletters, intranet messages and lunch and learns.
In order to ensure that the personality is communicated, you may have to step away from the mission and also take time to evaluate what your personality or culture should be, both for the customer and within your organization’s structure. Are you friendly, bold, boisterous or quiet, professional and time-focused? Is your main focus the bottom line? Is family time important for you to give your employees? Is health a truly important part of your core, or do you just want to make sure your employees have a little fun everyday at the office? Whatever it may be, make sure your philosophy is not only communicated but followed up on a consistent basis or the culture dies.
A culture of a company should affect everything – the way you talk, the way your employees interact, the environment and benefits that are offered to your employees and customers, etc. And remember, actions speak louder than words. If upper management and managers are following the personality of the business it is likely to have a trickle-down effect. A client of BBR Creative’s with whom I recently spoke talked so passionately about the people who worked for him and his concern for their health. He explained how he decided to have lunch for his staff once a month and offer health services such as working with a nutritionist and personal trainer, as part of his personal commitment to his employees. He felt his employees’ health was essential to the success of his company, so he adopted this as part of his culture. It is now an important mission to everyone who works there and has brought camaraderie to his staff.
If you don’t already know or have a culture established that you would like to change, consider collaboration to figure out a strategy for determination of a good company culture and how to implement it.
Bring everyone to the table by asking for your employees’ input – don’t leave this up to your CEO and only management. Many of your employees on the front lines may have great ideas about how to build your culture or make things better at the office and for your customers. Find a way to make them part of the process. BBR has a fun committee and works to find little outlets for fun activities to keep morale high at the office and relationships tight. Find the thing that works for your organization.
When companies unite under common themes, goals and purposes you have more self-assured employees who feel compelled to do their best, with a positive attitude. This leads to a better customer experience. And then, it’s a win-win for everyone.