Brand Culture
Your Secret Weapon for Greater Results
90 % of employees who responded in a survey believe that decision-makers should seek other opinions before making a final decision .
In today ’ s extremely competitive business environment , it ’ s crucial that companies identify points of differentiation from which to gain marketplace advantage . An underutilized but potentially lethal weapon in a business ’ arsenal can be found within : its culture .
Every company has a culture , including yours . That culture is made up of many intangibles , both spoken and unspoken — from your company ’ s values and beliefs to its character and experience . It ’ s who your company is . It ’ s what your company is about .
When done right , it ’ s the place from which your brand naturally emerges — creating a brand story that helps your business rise above market challenges and connect with employees and customers alike . In fact , when people buy into your brand — meaning that your culture is understood , trusted and embraced by your audience — it then becomes a vital part of their identity , a statement about who they are .
The impact of this can ’ t be undersold . On one hand , it generates long-term devotion — just look at customer-loyal brands like Apple or Harley-Davidson . On the other , it can attract a highly skilled , passionate and engaged workforce — Google , for
instance , averages 5 applications per minute thanks to their dynamic , creative and innovative internal culture . When a brand reaches its target market in this way , it can grow your business quicker and more effectively than any other catalyst .
So how can you begin to harness your culture for maximum results ?
Look to employees . Passionate employees can be influential in proclaiming your brand ’ s story . And today they also have an incredible range of media that they can utilize — particularly social media — in order to amplify that message .
Identify brand ambassadors . Ask clients and early adopters of your products or services to promote your brand to related audiences . Having such devotees rate and promote the value of their user experience can speak louder than any marketing campaign .
Lastly , keep in mind that your competition can reproduce almost anything you do . The only thing they can ’ t ? Your unique culture — the one thing that truly sets your business apart .
Happier Employees = Successful Companies ?
Those companies with positive , personalized cultures that truly reflect a collective set of beliefs and values are best positioned for future growth . But to create the contagious culture of joy that backs successful brands , we must first understand what makes employees happy , both now and over the long-term .
Such data can easily be mined , whether through focus groups or by simply surveying employees . Ask what makes them happy in their specific job and at the company . Find out what they enjoy when they ’ re off the clock with family and friends . Probe what moves them when they think of their futures and the big life steps they hope to take down the road . Moreover , learn about the causes they support and why they invest their resources outside their own lives . Get to know how they feel when they are working and experiencing the world on their own time .
With this data in hand , employers are able to design engagement initiatives that are uniquely tailored to motivate employees over the long term , thus boosting both their productivity and outlook . Not to mention , making the effort to understand employees at their core naturally deepens their connection to their employer and the brands they are helping to cultivate . Such happiness at work , as in any relationship , is at least partially grounded in being understood . With this foundation , happy employees are able to picture a long-term experience with the company , strengthening their overall loyalty to the organization .
Keep in mind , however , that productivity doesn ’ t always mean that employees are happy . It ’ s also important to explore why productive workers are as productive as they are . If unhealthy systems are feeding their high output , it ’ s likely that the stress will eventually catch up with these overachievers . Worse , it can eventually impair company performance and / or drive discord and division from within . You can counter this by taking stock of employee motivation and taking positive steps to improve it . Let Sterling National Bank help your business strive to new goals with customized financial assistance and tailored solutions . Call your relationship manager or Client Services at 855.274.2800 .
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