Spending time with board members, leaders and managers in different businesses, I see that there is still a range of opinions on how Culture is and should be shaped in organisations.
Top-down? Bottom-up? Either-or, or both? When I look around, there are clear signals pointing to what works best.
To build a strong Brand-Culture Connection Strategy at your organisation, engage your people to uncover the gems, lead clear messaging from the top, bring your people along for the journey, and connect everything and everyone.
Now that you understand the importance of a strong brand-culture connection as the foundation for your organisational strategy, business plans and people growth, how do you know if you have a strong brand-culture connection? Here’s how to assess your strengths and gaps.
Why does an aligned Brand and Culture matter for your organisation? No matter what the business or the challenge… success hinges on building TRUST – internally and externally. Strong Brand-Culture alignment is crucial for building organisational trust and business growth.
“We map out the territory to bring awareness to the fact that a brand is not just a logo, and everyone is responsible for its communication and welfare.” Employee Influencers – people on your team who confidently and passionately represent the business – are the best brand ambassadors you can invest in.
The concept of Brand-Led Culture is only just starting to make an appearance at Australian boardroom tables, but in Europe, the U.K. and the U.S., organisations are already working with models connecting Brand and Culture to drive Communication, Strategy and Change. Here’s how it can give you the edge.
Your brand is ultimately built by your people, and this affects how stakeholders such as customers, investors, current and future staff, and wider audiences see your organisation.
It’s not enough to do a day on ‘Purpose & Values’. While expertly facilitated discussions can move staff in the moment, typically the intangible outcomes get shelved after the retreat, where they start to gather dust. Understand the 3 components that actually create change.
There are rich rewards that come from developing clarity and confidence in your team’s identity, and this works not only for teams of business development managers or advisors who are responsible for growing the client base. Everyone in the business needs to connect with the three levels of brand – company, team and personal.
As 2021 ended and 2022 began, I noticed an increase in enquiries across Australia on how to brand your business to appeal to top employees, and how to be visible to them in a highly competitive landscape.