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Building a Company Brand and Culture

Company culture and company brand: what you need to know

Create a culture and build a company brand that work together.

The buzzwords of “culture” and “brand” seem to be everywhere today. And there’s a good reason for that. Successful businesses know that their company brand and culture go hand-in-hand to create the essence of a company that is reflected in everything they do. It’s walking the walk in every aspect of your business, internal and external, and that leads to better relationships with both customers and employees.

The key is consistency

Your business, brand, and culture need to be well-defined, and every piece of your business and your decisions should mesh with and reinforce each other. Your brand and culture, inside and out, should be based on your interests, strengths, and authenticity, as well as what your market wants and needs you to be.

Company culture

Company culture includes your physical work environment, how you live your company values, ethics, mission, your work and management style, and more. Different cultures might be right for different types of businesses, though it all comes back to defining what you want to be to both your staff and your customers. Regardless of what that culture looks like – from a traditional, formal workplace to a progressive, creative, and laid-back environment – when employees fit and embrace the culture, they are likely to be happier, and more productive because they believe in and identify with the company. You are one team working together.

Your company brand

Creating a company brand requires a lot of thought. As you develop your brand, ask yourself these questions.

  1. What are you selling? Have you done your market research? If not, you’ll miss the mark and the market. Consider this quote by Charles Revson, founder of Revlon. “In the factory, we make cosmetics, in the store we sell hope.” To successfully brand your product or service, you need to know what needs or wants your consumer has, and how your product fills them. Strategic company branding can result in the stronger brand value, and that creates a positive emotional or social connection with a consumer. Think about watches: they tell time, but for some people, they’re much more than that. They are crafted timepieces that connote lifestyle, wealth, and personality.
  2. Have you chosen a company name, brand name, and logo that’s distinctive, yet one that won’t become obsolete, confusing, or irrelevant as your business evolves? A recent article in Investor’s Business Daily explores why Burlington Coat Factory recently changed its name to Burlington Stores. “One of Burlington Coat Factory’s biggest obstacles in recent years might have been right there in the retailer’s name: coats. There was a bit too much emphasis on coats, many believed, and not enough on T-shirts, dresses, table linens, fragrances, makeup and other things that exist outside the business of cold winters — in essence, the sales opportunities for retailers in the other three seasons.”
  3. What is your brand story? What is your reason for being? At We Take The Cake, we believe cake isn’t just a dessert. It’s a symbol of celebration, happiness, friends, and family. That’s why we take so much care in creating the most splendid and delectable cakes and cupcakes… because we know what it means to our customers. Despite expanding our offerings and adding new treats over the years, we’ve insisted on sticking with the wholesome, handmade recipes we began with and providing exceptional service so that the experience is always joyous and easy. That’s our reason for being, and we infuse that into everything we do.

Whether you’re just starting a new business or have been around a long time and are looking to reinvent or invigorate your company brand and culture, it’s important to take a hard look at what you want your business to be for both your staff and your customers. Once you identify what that central essence is, it becomes easy to find ways to live it and share it every day and in every aspect of your company.