It’s important to understand what drives brand culture. Is it power and ego that people react to or a culture of encouragement and empowerment?
Is it driven from top-down directives or cross-department collaboration?
Culture fuels a strong brand
A vibrant culture provides a cooperative and collaborative environment for a brand to thrive. Branding is the single most important asset to differentiate a company consistently over time. It needs to be nurtured, evolved, and invigorated by the people entrusted to keep it true and alive. An example of this is Zappos, one of the fastest companies to reach $1 billion in recent years, fuelled by an electric and eclectic culture—outlined in the book by Zappo’s CEO, Tony Hsieh, Delivering Happiness: A Path to Profits Passion, and Purpose—one that’s inclusionary, encouraging, and empowering. The energetic culture is well documented, celebrated, and shared willingly with anyone who wants to learn from it.
Parr says that building a strong company culture takes hard work and true commitment and, while not something that can be ticked off in boxes, and suggests there are four very basic building blocks to consider:
1. Dynamic and engaged leadership
2. Living values
3. Responsibility and accountability
4. Celebrate success and failure.
What is your organisation to build a strong company culture that fuels a strong brand?
Read the full article How to Build a Courageous Company Culture here.
*Christine Moody is one of Australia’s leading brand strategists and the founder brand management consultancy, Brand Audits. With more than 30 years’ professional experience, Christine has helped a diverse client base of local and international brands, including Gold Coast City Council, Hilton Hotels, and Wrigleys USA, to develop, protect and achieve brand differentiation. Her particular interest is personal brand audits to assist executives realise their full potential.
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