Culture = Your Brand = Your Company

I enjoyed a presentation this week about developing your company’s brand and what that means to the success of your business. While I didn’t agree with every point the presenter made, we couldn’t agree more about one thing: team culture. He suggested really digging in with your employees to learn what they know or think about the brand of the company, why they came to work there, and why they stay. Why ask your team? Because that is exactly what they are exuding to your customers. If your team is unclear on the brand, the vision, or the higher purpose of your work, it can’t possibly be accurately represented to your customers.

Is it really that simple? Get clear on your brand and purpose, make sure your chosen team of awesome people are bought in, and they make your business soar? Well, yes, kind of.

Culture may be simple, but not easy.

It may be simple but not easy. If it were easy, everyone would be an amazing leader with engaged teams that set new sales records every month. Since it takes a lot of effort, not everyone succeeds. So, how do you bring more of that success to your team?

1. It starts at the top. Leaders from the very top must recognize the impact that they have on the culture of their company, and then be willing to adjust for the betterment of the team.
2. Communication is critical. Communicate your vision, strategy, how your team members each play a role, and your purpose for being in business. Be consistent and communicate it until everyone knows, and agrees to be a part of it.
3. Re-recruit your team. Leaders often view their brand as how they show up to customers, and companies shout their brand via marketing tools like advertising, press articles, or LinkedIn. Do you know who else is paying attention to those? Your current employees. And your employees should not be hearing the message for the first time from a public forum. Allow them the inner scoop on your brand and your “why” and they will reinvest their energy in your purpose over and over.

If you are clear on who you are and include your team in that journey, your company culture will be a place where innovation, engagement and potential can soar. Your business and sales will reflect the environment you create!