How Brand Culture Can Affect Business
When a business begins, you need to develop a network of clients to remain sustainable, especially during growth stages. It’s all about working with your clients rather than for them.
You should keep in mind that once you have a circle of clients, you need organisational structures and practices in place. This will ensure you maintain relationships with each and every one of your clients.
A business’ reputation within any competitive industry is greatly associated with its degree of professionalism and efficiency. At this point in time, businesses have a lot more to lose than they did at their outset. This is where branding and brand culture become important.
A brand is not simply the logo used on the products that a company offers. A business is recognised in competitive spheres by its brand rather than the people working within the organisation. One of the keys to a successful organisation is developing a brand culture that distinguishes it from its competitors.
While providing high quality products and services is certainly the most important thing, developing key organisational principles that give your company a unique edge is also of paramount importance.
The reality is, though, that developing a brand culture can be a double-edged sword. Unless the brand culture is maintained with stringent procedures and protocols, it has the possibility of tarnishing the company’s reputation severely. This can happen in a number of different ways.
First and foremost, a company’s brand culture is closely associated with the manner in which it relates to and connects with its clients. Some companies pride themselves on client and customer satisfaction. As such, they go out of their way to ensure complete transparency and effective communication with its clients. Setting high standards for one’s company, means that it will constantly need to strive to maintain them, or run the risk of ruining the company’s reputation.
When business is booming, it may be far easier for employees in an organisation to remain motivated. However, when a business is in financial trouble, and employee job security comes into question, managing morale will come into play. In these scenarios, poor motivation and morale will naturally seep into organisational practice, and inevitably its brand culture. This is a sign of a vulnerable company, and you can rest assured that both, clients and competitors will notice this.
Many people learn of a brand’s culture through the publicity that the company receives. Nowadays, every company is looking to integrate a CSR component into their practices, thereby acknowledging the importance of positive publicity. However, as soon as the media gets wind of unethical or unprofessional behaviour on the part of a company, this can drastically affect the perception of a brand’s culture.
Any public activity that is undertaken by a company must therefore be extremely well thought out, and have an underlying theme that is in keeping with the brand culture that it wishes to maintain. Negative publicity has the capacity to have a ‘snowball’ effect, affecting employee morale, client interactions, and ultimately a company’s reputation within a competitive market.
Are your organisational structures in place?
How strong is your brand?
What does your brand look like to others?
Is it time for your company to culture to receive a boost? We would love to hear from you!
And that’s the Dish! Until next time, Belinda
I am Belinda Bow
I love all things marketing and I thrive on seeing a business become re-energised and flourish. I am excited about life and I adore my family.
Within these articles, you’ll find some helpful tips and some real guidance to help you make the most of your business, and gain a good understanding of all things marketing.