What's up brand builder Stephen Houraghan here at BrandMasterAcademy.com and in this
video you're going to learn what brand culture is and six steps to create it
so you can develop an organization that's brimming with belief inject some happiness
into the operations of the brand and increase your output and your bottom line as you do it
now if you're new to the channel and you want to build brands that go beyond the visuals using
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brand strategy blueprint it's a free download and the link is in the description now brand culture
is not a new term it's been around for quite a while but it has been gaining traction over the
past few years and with merit as well why because brand culture sets the tone for how the brand
operates internally and if all is not well on the inside then it will show on the outside just like
when you bump into a friend that you haven't seen for a long time and they look great chances are
they don't just look great on the outside but they're feeling great on the inside so what is
brand culture well let's start with the definition of culture so culture are the ideas customs and
behaviors of a certain group of people now within a brand it is the brand values that determine the
behaviors of that brand but it is the culture that sets in place the customs for that brand and how
that brand operates internally so what is the way of life within the brand and how do they do things
what is the customs of the brand in the way they operate so when customs and values are aligned
the way of life within the brand reflects the behaviors of the brand externally so in other
words the way of life of the brand needs to be reflected from top to bottom and that starts
with the brand culture so what is the goal of brand culture well first is to establish that
way of life to provide that environment for the leadership team and the employees to thrive within
their roles if the brand culture is aligned to the core brand if it's aligned to those values
then that instills belief within the team within the leadership team within the employees and they
start to believe in the work that they're doing they start to feel more connected to that work
they start to feel that purpose and believe that purpose and the mission that they're on and that
is reflected in the output of the brand in the productivity of the brand and that feeds into the
bottom line so that is the goal of brand culture it's to really establish that way of life so that
everybody believes in the work that they're doing so why is brand culture so important well it's
all about that fulfillment first and foremost so it's all about providing that fulfillment
to the employees now in generations gone past you would be expected to go into a corporate role
and sit in your cubicle from nine to five and do your job and go home at the end of the day happy
that you have a job but things have changed generations have changed and
now it's a completely different environment and employees are starting to understand the value
of the work that they do certainly talented employees are really starting to understand that
value and they want to go to a place of work where they're going to be happy where they're going
to have that satisfaction and if they have that satisfaction then that affects everything within
the brand it affects that output it affects that productivity it affects how people within the
organization behave and it also communicates that to the external audience to those consumers so
it's really important within the brand to have that strong culture to provide that satisfaction
because it ultimately affects everything within the brand it affects that loyalty within the brand
it affects that satisfaction and that leads into the bottom line and the output of the brand so now
you know the importance of brand culture and you know that it's not just about the happiness of the
employees but what that provides the output that that leads to and everything that comes with that
let's have a look at how you can go about creating a strong brand culture number one define the brand
purpose now the brand purpose is the reason that the brand exists beyond commercial value now
of course every business exists to make money but they're there to serve somebody as well
so knowing who they're there to serve and the impact that the brand will have in their lives
is the purpose of the brand it's that reason that they exist to serve that audience and to
give them something to provide something in their life so knowing what that purpose is
is the first step to really having that connection to the work that the employees and the internal
brand are doing so they can feel that connection to the satisfaction and they can feel that they
have a purpose beyond just making money number two define your core values now the core values are
the internal beliefs and what's important to the brand in the way they do business now this should
really stem from that leadership team it should really stem from those founders but definitely
the brand leadership team whoever is leading that brand they need to have a clearly defined
value set that they use to guide decisions and actions that they hold dear now this should be
aligned internally within the brand but it starts with those values what are those values that the
brand is going to hold dear in the way they go about their business and the way they behave in
the market number three define your way of life now as i've said before the values are really
important in determining how the brand is going to behave externally but this should be aligned
internally as well so setting in place that way of life should align with those values
so what is the way of life within the brand what are they going to going to do operationally
how are those operations and those processes going to be set in stone and how the employees
and the internal brand representatives be integrated within to those processes and how is
their satisfaction going to be considered within those processes so thinking about the way of life
and making sure that is connected to the values that the leadership team has set in place
number four define initiatives to live by now these initiatives are going to
supplement the day-to-day operations so the day-to-day operations are going to align
with those values making sure that those values are instilled within the day-to-day operations
but going a little bit further than that i'm really starting to think about those internal
representatives what initiatives are going to take place what actions and events are going to take
place on a day-to-day a week to week a month to month basis to really drive home that way of life
and really make them feel connected and satisfied with the work that they're doing number five
open communication lines now just because you have values just because you have a way of life
and you have those processes and events in place it doesn't mean that they're automatically working
you need to make sure that you're speaking to the people that are living and operating within that
environment that the brand culture establishes so keeping those communication lines open sitting
down with your representatives on a regular basis and getting that feedback talking to them about
that culture and about the operations and the processes and the initiatives that are in place
to see if they're actually working and number six analyze and optimize now as I've mentioned just
because you build those processes and establish those initiatives it doesn't mean that they're
working but now you've opened up the communication lines you have that direct feedback you have what
you need to make those changes so analyzing what is working and what's not working removing
what's not working enhancing what is working and introducing new initiatives all the time to keep
that evolution going as i said it's not about set and forget here you want to make sure that that
evolves you want to make sure that the culture is growing along with the brand and keeping your
finger on the pulse and your ear to the ground is the way to do that now at the end of the day a
brand is nothing more than an organization of people but if you're able to develop a solid
brand culture so that everybody within the brand believes in what they're doing they believe in
that purpose and in that mission that will affect their productivity that will affect their output
and ultimately that will affect the bottom line of whether or not the brand grows now as i mentioned
before the brand culture should be aligned with the brand values which should be set in place
by the leadership team if you want to learn how to define your brand values then this video
will show you how until next time brand like a master and i'll see you in the next video you