A company needs to have a defined culture and brand message to succeed through the cluttered and highly competitive space. If you are founding your own company and feeling a little overwhelmed or if your company is growing at a rapid pace and you are unsure of how to align your business goals with cultural ones, we are here to help you get started.
While there are many aspects of brand identity and positioning to consider which go much further than a simple logo company culture is a core consideration for new businesses and startups, especially those with the intention of scaling up fast.
What is your company culture?
Company culture, also known as corporate culture, is, in essence, the personality of a company. It is associated with the environment in which employees work and their values and attitudes towards it. The culture is the manifestation of the company’s values.
Why is your company culture so important?
You will need to set up your own company culture and make it appear in your mission statement and values as well as your short- and long-term goals. It will become your company’s cornerstone and will evolve over time to become more defined as your organisation grows.
Your company culture will help employees to work towards and understand your company’s wider goals. By ensuring that your employees are happy, this will have a direct impact on your company’s success. Giving them clear objectives and making them feel comfortable working with you will help them stay motivated, focused and efficient. As a result, they will work harder at keeping customers satisfied and at generating more revenue.
This is especially true of a millennial-strong workforce where the underlying mission and value of the work done is as important as the wage earned.
Remember that brand trust is strongly linked to company’s culture and misfit between the two will harm your business. Uber’s recent scandal story has clearly demonstrated that their company cultural issues affected their brand reputation. When setting a cultural identity for your business it is important that this is laid out openly for new recruits and existing employees alike to avoid any kind of misunderstandings or worse, that could easily have otherwise been avoided.
As we will see, it is also fundamental that the cultural rules and values you set are adhered to and that all employees, especially the founding team and key stakeholders, investors etc. are fully in tune with what this means. Veering off from your cultural path can have a detrimental affect to the way your company and brand are perceived both internally and externally.