Brand Is Culture
Brand Culture is the inherent DNA of the brand and its values which governs every brand experience, brand expression, interaction with the customers, employees, and other stakeholders of the company along with every touch point.
The brand and culture of a company reflect each other in an inter-connected system. While a brand can be defined as the outward manifestation of a company’s DNA, the culture is where your brand is born. The culture goes further to actually determine whether a brand is perceived well by both employees and customers.
“Customers have the ability to see if you are actually operating the way you say you are. If they sense you are not being authentic, they will take their businesses elsewhere.”
More importantly, a disconnect between what your organization values on the inside and how it is perceived on the outside can damage customer relationships which may impact sales or even cause a damage to the company’s wholesome image. And it’s obviously not news that it will take even more effort to reverse the damage and restore a brand.
Customers have the ability to see if you are actually operating the way you say you are. If they sense you are not being authentic, they will take their businesses elsewhere.
Companies need a story behind their brands that encompass what the company does and why it’s important. That same brand identity should be part of the company’s internal culture. Consumers are seeking long-term relationships with their favourite brands, and have connection with the company well beyond the products themselves.
4 Effective Ways to Brand your Culture
- Define your brand by reviewing the service or product that your company offers. Pinpoint the exact space or gap in the market that your brand occupies and research the emotive and rational needs, concerns and requirements of all your customers. By defining your brand through your culture, you create a brand character that connects with your customer base and makes you unique and different in the market.
- Ascertain what your core values are and ensure they are echoed in your culture. When the core values of a brand are established, it then becomes quite easy to shape the culture so that it can reflect upon the brand. The core values chosen should be in accordance with the business strategy and the culture should be modeled to embody these values.
- Your brand should also visually be in tune with your culture. The forefront of the visual representation you use should tell the story of why your company matters, what it does, all taking the market it appeals to into consideration.
- When building your brand, think of it as a whole person with values, beliefs, and purposes. Demonstrating who you are helps you connect with the customer base you are targeting. By demonstrating who you are, you are essentially creating an authentic image that will help build trust with consumers. After demonstrating who you are, ensure that you communicate to your target market with a consistent voice.
Finally, it is important to note that we associate certain emotions and nostalgic feelings with certain brands not because of the products, but because of what the brand seemingly stands for. For example, all of the magic we see with Coke’s experiential and iconic ads convey a sense of culture and a sense that still resonates with us till today. So yes, your brand is your culture and your culture is your brand.