Creating an Attractive Brand Culture for the Target Market
Basically, the story about the brand and the way employees engage and interact in their daily work life will form a brand culture. This is influenced by a combination of psychology, ideas, attitudes, and beliefs, so that it influences behavior and will form a brand culture.
In order to stand out in this competitive business market, many HR experts say that creating a strong brand culture is very important. Therefore, to be at the forefront brands must position culture at the forefront of their HR strategy.
How to Improve Brand Culture on Products
A strong and unique culture can help companies to retain the best talent. It also ensures employees can share a compelling vision to attract buyers and retain customers. Meanwhile, a study proves that productive employees are those who are happy.
This means that a positive and consistent work culture is also a major factor driving productivity. Just like efforts made in building external branding, a strong brand culture does not just appear. Here are ways you can build a brand culture at work:
1. Do an analysis
Brand culture is the way employees carry out the company's values and missions. Therefore, you cannot build a strong brand culture without knowing the values or principles you want to build.
The first step that needs to be done is to identify the work culture and values expected of employees. To find the answer, you need strong analysis. Pay attention to the company's competence, customer needs, and the factors that differentiate your brand from others.
2. Pay attention to brand values
By refining the values into a cohesive set that fits the core foundation and brand identity, the culture will be easier to implement. You can find out and do an analysis to find out the values that are appropriate or want to be built by the brand.
For example, you want to foster a culture of taking risks, so employees can think outside the box and be bold. As part of this process you can see several types of brands and their respective values, namely:
- Disruptive brand: competition, standing out, and taking risks.
- Conscious brand: purpose, high commitment and transparency.
- Service brand: caring, humble, and has high empathy.
- Innovative brand: inventiveness, experimentation and continuous improvement.
- Brand values: accessibility, fairness, and pragmatism.
- Performance brand: achievement, excellence, and consistency.
- Luxury brands: sophistication, distinction and status.
- Style brand: design, emphasis and creativity.
- Experience brand: entertainment, enjoyment and originality.
Core values, principles and priorities reflect the cornerstone of a brand. If applied correctly, these things will shape the mindset and behavior of the people involved in your brand, such as employees, stakeholders, clients and customers.
3. Encourage employees to engage
Building a strong brand culture is not a static thing. Culture in the workplace is dynamic and must be instilled in all employees. By doing it consistently brand culture can be realized. Once you've defined your brand culture, reflected it in visual branding, and ensured that management's behavior aligns with your vision, it's time to encourage employees to get involved.
One way you can do this is to appreciate and reward employees who can 'live the brand' both at work and when interacting with clients and stakeholders.
Meanwhile, employees will be more connected to the culture at work if they understand why the culture is important to them. Therefore, make sure you take the time to explain the reasons for and the influence of this culture on employees.
4. Make the audience know
Once you've defined your brand culture, it's time for you to showcase it, let your audience know. Both in and out of the workplace, visual branding is another way to communicate your brand culture. This is why a consistent visual brand identity is also important for cultivating a strong brand culture and avoiding confusion over old and new visions.
Social media is the easiest and best tool to showcase brand culture. Employees can actively tell stories and share experiences about the brand. Encourage your employees to be active on social media and create professional content, which can help increase brand awareness. Take advantage of brand social media as well. Provide appropriate graphics and their logo for the content to be created, so that viewers know that the content is created by your brand.
By taking the time to build a clear brand culture, you will see growth and a more solid and enjoyable team. This culture must later be able to be poured into brand products and services so that brand values remain strong and are known to the audience.