Why your branding should align with your company culture

Are your employee experiences and your customer experiences perfectly aligned? Or could there be a disconnect? Are there different values driving the employee experience and the customer experience? If so, you probably have a problem with your brand and your company culture not being aligned. But why does this matter?

Let’s explore.

Having a distinctive company culture that aligns with the brand provides a real competitive advantage. That’s because a distinctive company culture contributes to a strong, differentiated brand. Equally, a strong brand supports a brilliant culture.

If your brand and your company culture are driven by the same purpose and values, you will stand out as a great choice for both customers and employees. People are attracted to companies that have a purpose that aligns with their own values. But to resonate, that purpose needs to be central to how the company operates, and is part of the culture, not just inspiring words.

It’s important that employees understand the unique value you create for your customers, what sets your brand apart from your competitors, and your brand’s unique personality. They should understand the customer perspective even if they are not customer-facing. Having a strong company culture means employees better understand the brand so they know how to position the brand when interacting with customers.

If your brand and company culture are not aligned, you can produce positive results, but in the wrong direction. For example, if you have a culture that values efficiency and cost saving, but the brand is focused on customer service. Employees are focused on being productive and reducing costs, which can cause real tension against the brand’s focus on delivering a positive customer experience.

When you have a unified vision for your brand and culture, employees are focused on the right priorities that serve your brand. It’s clearer what skills, mindset, and actions are needed to achieve your goals.

For example, if the design is a key differentiator that set your products apart, you need to infuse design and creativity into the employee experience. In order to deliver benefits to customers, employees need to experience and embrace the benefits themselves.

In conclusion, when your brand and company culture are aligned, you are better placed to reach your company’s mission. You also have a competitive edge that makes you more attractive to both employees and customers.

Remember, how your company is perceived on the outside should be a direct reflection of how it operates on the inside.

Read the full article where I discuss this in more detail on my blog.