Brand Culture
An integrated approach to brand and business culture enables organisations to draw on the richness of both disciplines in a way that ensures meaningful connections for all stakeholders, both internal and external. This enables organisations to more easily achieve their goals and build sustainable enterprises.Brands that stand out in the marketplace, are recommended by customers to others and have a high rate of repeat business are the ones that recognise and build a high performance culture. These two facets – a compelling brand strategy and a high performance culture – are inextricably interconnected; without one you cannot achieve the other.
The underlying principles for creating an integrated Brand Culture are:
Open Communication – includes valuing all voices, having the challenging conversations when they arise and ensuring that all parties have a common language for understanding and dealing with the issues at hand.
Personal Responsibility – occurs when each individual takes responsibility for their part / role in creating the culture that delivers the brand experience, either internally or externally, which reflects the brand purpose.
Holistic Context – provides an understanding that each part of the whole is connected and impacts on each other; for example we cannot do (or not do) something in one part of business without it impacting the customer experience and their likelihood to repurchase and recommend the organisation to others.
Clarity of Core Purpose – beyond profit and the service or products provided by an organisation, there is a deeper sense of meaning; this is what creates resonance for all stakeholders – employees, directors, future employees, customers, future customers, suppliers, regulatory bodies and shareholders.
When these principles are acted on and part of an integrated Brand Culture approach, it creates a continuous virtuous circle for everyone who comes into contact with the organisation. It provides a powerful platform for and an important reference point for both short term and long term issues.
An integrated Brand Culture approach is the path to organisational sustainability and high performance. Acknowledging the impact that brand strategy and management have on business culture and the essential role that culture has in delivering the brand’s purpose is the first step in creating a powerful Brand Culture that will consistently provide meaning and commercial success for all stakeholders.
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