Why is there a Need to Integrate the Workplace Culture and Brand Identity?
Updated: Nov 22, 2020
First things first, pause for a moment and define your brand and the company culture in your head. Is the definition the same? Are you giving your employees the same experience that you give to your customers? If the answer is No, there is some work you need to do. Here, through this article, we will understand why.
As an organization, it is your prime responsibility to have the same company culture internally and externally because your workforce is your primary brand ambassador. Several studies have been conducted in this regard. They have always derived one common outcome – the companies with a strong workspace culture have a low employee attrition rate than the others who do not.
A leading survey determined that a good workspace culture can result in a surge of employee productivity by up to thirty-one percent. Now, let us understand why a good workspace culture results in efficient brand building.
Firstly, as an organization, it is your responsibility to be clear about your company's priorities, and you can convey this via your company culture. An employee who feels content with the workplace culture will be driven to work and help the company achieve its primary mission. It will directly support the company's progress towards its long-term and short-term goals.
Transparency and Trust
Both transparency and trust are inter-linked and are a pivotal aspect of healthy company culture. When you indulge in honest communications with your employees, you have a clearer picture of the company's day-to-day happenings. Suppose the lower-level employees are afraid of talking to the management or taking an experimental risk. In that case, the problems will always be undetected until you end up in a state of emergency.
If the employees trust you enough to speak up to you about their limitations, honestly, it becomes easier to deal with them. Moreover, you should work together with them and convert these shortcomings into strengths with the right skill improvement, tutoring, mentoring, or training, which takes you closer to the company's goals.
Acknowledgment and Recognition
A dependable company culture gives due importance to employee recognition. It involves the requisite communication with your workers about the business' objectives and aims. You have to make your employees believe that their contribution to the company is pivotal.
Every company must have a quarterly reward and recognition policy to appreciate and acknowledge the top performers who have consistently worked hard to help you reach where you are. Always bear in mind, if the employees are content, they will naturally be more innovative, passionate, and productive at work.
Your company culture directly impacts the employee turnover rate, and directly or indirectly, the employee turnover rate will determine the company's success. There will be a persistent effort to make the employees feel motivated in an organization with a strong culture. When the employees are motivated, they are driven to perform the tasks, which will boost their individual productivity. It
is almost impossible for any organization to build a strong brand if there is constant employee turnover. Then you will always be occupied in finding replacements and training the new employees. It will not only cost you a lot of time, but also money.
Lastly, your workplace culture forms the brand identity. Let us understand this with a simple example.
Suppose you think of your brand as warm and simple. Then you have to train your representatives to connect and communicate with the customers accordingly. If your representatives and customers communication go right, the customers will perceive your brand as approachable and likable.
Today, brands make a conscious effort to build a unique identity as it gives them a competitive edge. This can start directly from your employees. So, the baseline is – the more potent is your workspace culture, the better your brand identity will be.
The Bottom line
Let us conclude by saying that as such, there is no 'right' or 'wrong' work culture, and there is no one-size-fits-all strategy. You need to work consciously to examine the elements that can help you build your requisite brand identity and then work on your company culture accordingly. Only when
your brand and company culture are integrated you will see a boost in the customer loyalty, industry goodwill, productivity, quality, and efficiency of the workers. All of this will help you convert your brand into a unique entity, which people will follow.