Your customers want to feel a connection with your brand, and it's your culture Companies with a strong culture have employees who like the. PDF | The relationship between a brand and consumers is known to produce positive relationship and studies about consumer culture theory and consumer- . This refers to the connection between an organisation and the brand's culture. It includes the ideas, customs, and social behaviour of the.
Overlaps complicate this relatively straight-forward arrangement: The brand is what the organization is. But the dangers of focusing on one at the expense of, or in place of, the other are captured perfectly in the Sloan Review article: On the other hand, concentrating on brand and neglecting reputation can be equally dangerous, resulting in a lower stock price, difficulties in attracting top talent and even product boycotts … A strong brand does not necessarily equate with a good reputation.
On the other hand, a solid reputation does not always result in a strong brand. And you can be liked and trusted by those who know you, but remain largely unknown beyond that restricted circle.
In both cases, the brand is under-powered and this will affect its ability to contribute as meaningfully and significantly as it should to profitability and business growth. Which leads back to where this piece started. I suspect that many senior managers focus on reputation because it impacts directly on how people talk about the organizations they run, so it is something that matters to them professionally. No-one wants to have worked at a tainted organization.
What is the connection between organizational culture, identity and image?
But because they do not perceive brands as part of their day to day responsibilities, brand can be seen as something that is narrowly defined and part of operations. Marketers need to fundamentally shift the viewpoint of senior colleagues away from the belief that brand is an impression that outsiders have of the organization and towards one where brand is seen as a direct expression of strategy and growth plans.
Brand needs to be seen as something all leaders have responsibility for because it is something they drive together.
For that to happen, marketing and corporate communications teams and their respective agencies need to spend less time squabbling over mandate and more time integrating their strategies and working to educate senior managers on their joint and collective worth as disciplined teams.
It's also what attracts the right talent and brings in the right customers. Millennials want to work for companies that share their same values. They want to feel like their work has a purpose and makes a difference.
In short, they want a good culture fit. Still not convinced that you should put a bigger focus on culture? Here are four reasons why building culture is essential to the success of your organization.
Culture builds brand identity Another way to characterize culture is to think of it as your brand's personality. Culture is what makes your brand unique and gives it that special edge.
It puts your company's soul on display and tells the world who you are as a brand. The more your audience understands and identifies with your brand, the more they'll want to buy from you.
Your customers want to feel a connection with your brand, and it's your culture that will forge this bond. When you define culture, you're also defining your company's values and goals.
The Differences Between Brand And Reputation | Branding Strategy Insider
These will contribute to your company's mission and show your employees and the public what is most important to the brand. In a blog post for Kissmetrics, Zach Bulygo, Kissmetrics' blog manager, writes, "When you put a focus on culture, you'll have guiding principles.
People will know you for this. Employees will live by it. It'll help get you through difficult times.
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You'll base hiring and firing decisions on the principles. It'll help get all employees working on the same company mission.
In some sense, it's the glue that keeps the company together. Culture increases loyalty among employees Your employees shouldn't dread coming to work. They should enjoy coming to the office and value the work that they do. Companies with a strong culture have employees who like the challenges of their job, get along well with their co-workers and enjoy the atmosphere of the workplace.
An Organisation's Brand Identity: What You Need To Know - Elite Online Solutions
Culture gives employees a driving goal and purpose for what they do. It connects your leadership team with the rest of the employees and binds them with a set of shared beliefs. Your employees want to feel like they are contributing to something larger than themselves. On the SAS website, he says, "Treat employees like they make a difference and they will. That means more work and more business being done.
Your employees' enthusiasm will also be apparent to your customers and be an attractive selling point for them.