Branding Starts from Within: The Role of Company Culture in Branding

employees

Branding is crucial for every company. It is a key factor for gaining customers’ loyalty and achieving longevity in your industry. Branding is what makes a brand memorable, and if a company can differentiate itself from the competition, it can enjoy massive success.

At the heart of branding is company culture or the attitude, values, goals, and practices that members of the organization have in common. It is one of the defining factors of the organization, part of what makes up the “Why” that Simon Sinek speaks about in The Golden Circle method of marketing. If we are to follow Sinek’s brilliant concept of what makes organizations become influencers, innovators, and inspire loyalty, then culture must be one of the key elements in forming a brand.

It’s Hard to Fake a Brand

A brand identity is more than product packaging, company logos, or the persona a company shows through media ads. It’s something that has to be rooted internally because a brand doesn’t just shape the public’s perception of a company, but also visualizes the long-term goals of the organization. If the current company culture diverges from the brand identity the organization shows the world, everything the organization presents to its customers and partners will all be for show.

An example is a company that claims to be environmentally-aware and a champion for green practices but has executives who believe climate change is not an alarming phenomenon but the mere result of natural progression. This organization’s brand identity will lack sincerity, and it will become increasingly challenging to maintain appearances in the long run. The true philosophy of the people at the helm will eventually work its way through the cracks. When this happens, it can turn loyal customers off for good.

An Organization’s Goals Map the Branding Direction

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Contrary to what many believe, a brand isn’t something you whip out of thin air. Brand architects create them based on what the organization aspires to be. Culture plays a crucial role in defining a company’s mission and vision. It should, therefore, materialize first before a company can solidify its brand. The Phoenix brand designers at Awe Collective, the award-winning creative agency in Arizona, says as much: collaboration with clients is essential because brands must mirror the organization and its goals.

The most effective brands tell a story, and that story is rooted in a company’s history, present endeavors, and goals. The brand could evolve as the goals change, but it should still reflect the core values of the company.

Harmony Is Essential for Delivery

It’s hard to deliver on promises when there’s plenty of internal discord. Not only will it affect teamwork, which is essential for the timely and quality delivery of products and services, but it can also raise red flags for customers who can tell when a service provider isn’t internally aligned. The following signs of internal conflict tip them off:

  • Negative energy permeates the room during client meetings and project alignments.
  • Some members appear to be out of the loop in emails and phone calls.
  • Some members are unaware of the status of their colleagues’ work.
  • Account managers promise to deliver a product or service, but their specialists would later reveal that they lack the knowledge, tools, or resources to provide it.

Company culture plays a vital role in reducing conflict and ensuring harmony exists in the workforce. When positive culture takes precedence over petty quarrels and miscommunication, there’s no opportunity for conflict to arise. Harmony persists, and it shows in the efficiency and quality of the products and services customers receive.

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