Why does employee brand culture matter so much? If you find yourself asking this question, you may be missing out on one of the most important aspects of running a successful business. Much like tending a garden, a strong brand culture requires consistent cultivation and maintenance to ensure your employees have everything they need to flourish. Because what is a garden without plants and flowers? Well, an empty plot of soil. And that's not a pretty sight.
Building a strong employee brand culture doesn't happen overnight, either. The benefits may not present themselves immediately, but investing in your people will pay off in dividends.
Here are the top four benefits of creating a positive brand culture:
Attracting (and keeping) the right talent
Businesses that have a clear vision and well-articulated values attract like-minded people naturally. Every new person has the potential to shift things, and as companies grow, they often have to make a concerted effort to stay true to their brand culture.
But don't let brand culture fall by the wayside as your company grows. It is your employees who are the living, breathing embodiment of your brand. If your people feel developed, motivated and rewarded by working for you, they are more likely to stay with you.
It's easy to forget that businesses are people, too. Teams are comprised of different people with lots of different specialties, tasked to work effectively together toward shared goals. This collaborative effort requires effective chemistry between team members in order to deliver on the goals they set.
According to research conducted by the Harvard Business Review, managers and employees now spend 50% more time on collaborative activities than they did 20 years ago. That means more pressure to work in cross-functional teams and to get along with different personality types. Of course, collaboration is easier when people have things in common, share the same values and feel part of a bigger story.
Customers are drawn to brands that share their values. Based on those values, they expect employees to talk/act/behave a certain way. When employees don't represent these ideals, this can lead to internal company challenges, dissatisfied customers and, ultimately, a tarnished brand image. The key is knowing who you are as a brand, and then making sure all your employees uphold the same values. This happens naturally when employees authentically feel they're part of a brand culture—they can't help but reaffirm customer perceptions of just how [innovative, cool—insert positive adjective here] your business is.
Boosted brand awareness
You may be investing a lot on marketing materials and campaigns. All of that work is designed to get people talking about your brand. But if this messaging doesn't match that of your employees' experiences, that's a lot of wasted time and money.
The most successful brands have highly engaged, passionate employees who are their brand's biggest authentic ambassadors when they're out in the world—and that boosts awareness more than any advertising campaign ever could.
Placing an emphasis on brand culture will become the gift that keeps on giving. Not only will your brand become highly regarded for attracting new talent, but a clear set of brand values will provide your team with a unified vision for carrying out your business goals.
The benefits highlighted here are only the tip of the iceberg—interested companies can explore this much more in-depth. But they offer a good starting point for companies that want to build a successful culture and turn employees into their No. 1 brand advocates.
About the Author
Alex Maddalena is a content editor at MOO, a global online print and design company. MOO specializes in premium print products and believes that great design can work wonders for every business.
About the Sponsor
MOO is an online print and design company that is passionate about great design and the difference it can make to our customers and the world. MOO launched in 2006 with the aim to disrupt the $640 billion global print industry and make great design available to all by combining professional design with the accessibility and reach of the web.
We want to set a new standard for print, with remarkable new products that bring great design and uncompromising, high standards to the web. While many other printers have chosen to use new technologies to simply reduce the costs of printing (and often the quality), we strive to make print not only cost-effective but also better than ever before.