Culture, a way of life! (Part 2)

“The product is the product and the culture is the next 100 products”………

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If you missed the first part of this post check it out Culture, a way of life! (Part 1)

We focused on the essence of a good culture and branding and the benefits a company can enjoy from them. We ended with a question: “Does a company’s culture and brand affect your decision on whether or not to engage with them?” #omtsdigest

The part 2 of this post will therefore focus on some tips which companies can utilise for their long-term benefit.

1. The best time to start building your brand and culture is from the onset of the business!

When the company is well advanced, it can take time to get existing employees on board to this idea of change. It will certainly take time for employees to be fully adjusted.  It is however recommended to start from the birth of the company and to keep it in mind when recruiting people to join the company. It is also important to have like-minded people with a common focus who can immediately hit the ground running. I know there is beauty in variety, but you have to also assess the extent to which this variety would have an impact on your operations.

2. Culture and branding involves everyone not just those at the top!

With this in mind, you should be able to see each person as an important element of the company. Training should be organised across board and adapted to suit the different levels with the same goal in mind. Customer Service representatives and front desk officers are equally as important as the CEOs. They are actually the first point of physical contact to any organisation. In my opinion, they should be first in line for trainings! One other important fact most companies miss is not allowing both the HR and marketing department to work hand in hand to ensure that both the internal (employees) and external (customers, suppliers etc) people connected with this receive the proper communication.

Culture improves when employees enjoy their employers

Leviticia Watts

3. Align targets with the company’s value system and culture

People come and go. It is therefore important to ensure values and cultural attributes are imbibed in the appraisal system and members held accountable to these. This ensures that actions of staff are in line with the company’s value system.

Training programs should be incorporated with the company’s brand and values and employees should understand the linkage between the values, what they do and the resulting impact on the company’s bottom-line. In summary let the employees know the impact of their actions and how it contributes to the objectives of the company.

Any disconnect between employee experiences and that of the customers is a clear sign that there is a mismatch between the company’s culture and its brand.

4. Be ready for change from every angle

It’s ok to adjust your image but be ready to bear the associated cost. Don’t be tempted to pump in funds for a change in logo only and not a change in mindset and approach. The world is rapidly changing and It’s ok to decide to make some changes.

The key point is to make changes but also ensuring that the benefits far outweigh the costs involved. To conclude. a Deloitte study in 2016 indicated that 90% of  company’s were ready to restructure to build a culture that is internally and externally engaging and certain to result in success.

Do you have a clearly identifiable company culture? And can you confidently boast that employees and customers perfectly understand the brand? What are you going to do differently to achieve this level of synchronisation? Do you have any success stories and experiences?

We would love to know more, comment on this post or email



Further reading

When Brand Strategy and Corporate Culture Collide by Leviticia Watts

Why Your Company Culture Should Match Your Brand by Denise Lee Yohn

What’s the Connection between Company Culture and Brand? By Mindshape

The Role of Company Culture in Business Success by Tracy Lloyd

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