The Business of Branding: Establishing your Company Culture

What is your company culture and how will it affect your business? You can think of your company culture as the personality of your business, from your workplace environment to team values, company-wide goals to overall expectations. Today we’ll be sharing the importance of establishing your company culture and how this internal element and your business’ brand are closely knit together.

When we think of a great company culture, many of us think of the napping nooks at Google or the tuition reimbursement provided by Starbucks. Many businesses understand that by taking care of their employees, they will in turn be loyal to the company and work hard at everything they do. But what many people don’t realize is that a company’s culture and the business’ brand should be integrated. The most powerful branding starts from within. If you have a team full of individuals ready to show the world how great your company is, whether it’s two or 200 people, you’re already a step ahead of your competition.

Now more than ever, consumers are showing their loyalty to companies they can relate to. They want to see the faces behind the business they’re supporting, which is why humanizing your brand and company culture has become so important. While we here at Holmes Custom have grown exponentially over the years, we value our small business status and our team of #Holmies. Our brand and values makes for a natural connection with so many of our customers because they too are either small business owners or a part of a small business team. We’re eager to help equip their small business with the tools they need and chase their dreams.

Once you’ve defined your brand, you have the foundation for your company culture. What do you value as a company and what is your purpose? If you’re an energetic fitness business helping your customers reach their health goals, your culture should be motivational and competitive.

No matter what your company represents, marrying your brand and culture will give you a powerful platform to create a company that’s both cohesive and authentic. Be sure you’re being unique when establishing what you want your company’s culture to be. It’s easy to look at successful corporations and mock their strategies, but if you create a company culture that is unique to your brand, standing apart will be easy.

When building your team, look for candidates that naturally possess the characteristics you want your business to have. If customer service is a top priority, look for friendly, out-going individuals who want to see your customer’s smile. If you’re opening a high-scale bar that serves craft cocktails, search for drink enthusiasts with keen attention to detail. By finding the right team and creating a solid, transparent company culture, you’re giving your employees the tools they need to succeed. By being clear with your company values, your team will never have to guess what is the right decision and will feel empowered to make judgment calls they know you will approve of.

Once your company culture has been established, let it be known. If you work in an office environment, set a small portion of your budget aside to decorate with motivational signs or other decor to represent your culture. Celebrate achievements with your employees, whether it’s with something as simple as an ice cream social or as big as a weekend retreat for the whole team. Be sure to document it in a professional yet fun and engaging way on your company blog or social media accounts. Not only will your customers enjoy seeing the faces that work so hard behind the scenes, your team will also know they’re a valued part of your company’s mission.

In the next “The Business of Branding” post, you can look forward to learning all about establishing your brand voice!

 

 

 

 

Author: Sarah De Nicolais

Sarah De Nicolais graduated from the University of North Florida with a Bachelors in Communication.

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