Brent Niemuth, President & CCO
I often get asked if there is ONE thing that a company can do to improve their brand, what would it be? That’s easy. Improve your culture. I’ve had the opportunity to walk into hundreds of companies over the years, peek behind the curtain and see what makes them tick. What I notice right away is their culture.
You can sense it as soon as you walk in the front door. You can tell by the way you’re greeted. You can tell by the buzz (or lack of buzz) in the hallways and break room. You can see it on the employees’ faces. Are they treated well? Is this a fun and productive place to be? Are they part of something bigger than themselves? The answers to these questions often indicate what kind of company it is, and ALL of these things are reflected in the brand.
Think of it as building your brand from the inside out. The heart and soul of your company should shine through and be apparent in how your brand is perceived. Your employees ARE your brand. Richard Branson, Founder and CEO of everything Virgin, once famously said, “Customers do not come first. Employees come first. If you take care of your employees, they will take care of the customers.”
But if your employees don’t clearly understand what your brand stands for, how it’s different and their role in it, then chances are, your brand will suffer. On the other hand, if you are constantly reminding employees that what they do matters, that the brand exists because of them—and then create a healthy and fun work environment that they value—you will undoubtedly reap the benefits. One of the many upsides of a positive and supportive company culture is employees will be more likely to bring fresh ideas and innovative thinking to management. Would you like your team to be more proactive in contributing new ideas to the business? Then create an environment where they feel comfortable doing so and are rewarded when they take the initiative.
You see it all the time—brands that are respected and envied are often the same companies that treat their employees well and share a common purpose with them. Think of Patagonia, Zappos, Southwest Airlines and REI. All well-respected brands and all great company cultures. Coincidence? Nope. On the flip side, think of less desirable brands and chances are, their cultures stink (I’m looking at you, Walmart, Forever 21 and Dillard’s).
Here are three simple things you can do to positively affect your brand’s culture:
Hire people who naturally fit your culture and your brand.
One bad hire can affect an entire department and possibly an entire company (and people’s perception of your brand). Have a rigorous interview process. Hire based on personality just as much as technical skill. Does that potential employee truly want to be there, or do they just want a job? Rule No.1: No Jerks.
Make sure employees understand your brand’s higher purpose.
What do you believe in (as a brand)? What are your core values? Why does your company exist? Do you communicate these things on a regular basis in a variety of ways? I’m amazed at how many companies simply frame their mission statement, hang it in the employee break room, and think that’s all they have to do to rally the troops. You must LIVE the brand in everything you do. Employees will follow your lead.
Don’t always make it about work.
Ever wonder why the cool companies who have funky offices, loose rules, dogs roaming the hallways and employees who actually have a life outside of work always attract the best people? Because all of those things actually matter! Who wants to go to work every day at a boring office filled with beige cubicles and timesheets and dress codes and mission statements framed in the employee break room? NOBODY, that’s who! You want a better culture? You have to actually DO things to MAKE it a better culture. And that means more than just installing a foosball table in the conference room. It has everything to do with how you treat people.
Easier said than done, I realize. But if you focus on getting your company’s culture right, then all of those good vibes will come through in your brand. I guarantee it. But remember, you can’t fake culture. It has to be genuine. Just like your brand.
Want more pointers on how to create an amazing culture people want to be a part of? Shoot me an email at brentn@jschmid.com. It’s a topic that’s near and dear to me.
Tags: branding, Brent Niemuth, company culture, Strategy