Culture 104: How culture impacts your brand

Does your internal company culture impact your external brand? Yes. Think about company culture as your organization’s identity to the world outside the four walls of your office. Every interaction your employees have with customers, suppliers, even friends and family impacts how your company is perceived.

When your company seeks to create one image, but doesn’t live up to it, your brand will be perceived as inauthentic. On the flipside when your brand aligns with the values you communicate to the market and your employees’ attitudes and behavior, the credibility of that brand identity will become a long-term source of value.

The challenge that marketing leaders face is aligning their culture with their brand. Leaders should look at two primary metrics for understanding this relationship.

strong cultureFirst, leaders should look at consistency or strength of the culture. Our analytics measure how much agreement there is amongst employees on the topic of culture. Our measures of strength show that companies with strength scores greater than 70% have cohesive cultures. Scores above 85% like the national bank illustrated here, are exceptional.

Second, leaders must drill down into the details of what core behaviors are unifying their employees. In the case of this national bank, there was a strong focus on customers and results. Not surprisingly their brand is associated with a heavy emphasis on customer service and high performance. It’s important to note that cultures are defined as much by what behaviors are not included. By definition having a strong culture means you cannot be all things to all people. There will be characteristics that will be less of a priority in order to maintain focus on the behaviors you do want to see more in your employees.

core culture behaviors

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