A business’s culture is sometimes short-changed, but it is vitally important for any company’s success.
The right culture increases productivity and is a factor in retaining employees and reducing turnover. It also improves customer satisfaction.

But, culture isn’t enough by itself — it must be integrated with the company’s brand. Moreover, a mutual relationship must be established between what your business does on the inside (Culture) and how it is perceived on the outside (Brand). These two components make up the DNA of the business. These are the core essentials required for success.

Components of a Business’s Culture

• Express your brand’s purpose and value
•  Develop employee mindsets and behavior that enable them to deliver on-brand experiences regarding the products/services
•  Get the entire staff on the same page regarding the company’s unique challenges, opportunities, and values.

Clearly, your goal is to integrate the Culture and Brand. Together they provide the basis for why the business exists. It lays the foundation for growth and sustainability. How this is accomplished:

• Adopt a Single Brand Purpose to inspire, focus, and guide what the business does. What the brand stands for. This defines the purpose of the business.
•  Articulate One Set of Core Values that permeates inside and outside the organization. Values that detail how the business operates and engages with its employees and customers.
•  Assess the Existing Alignment and Integration of the Culture and Brand. What values should be embraced to achieve the desired Culture/Brand fusion. 

A business’s culture and brand must be developed together and used in tandem for the company to be successful.