A "brand" isn’t just a name or cool packaging — a brand is a perception and relationship that customers and employees have with your organization. These perceptions of your company are what sets your brand apart from the competition.

So what drives good perceptions of an organization?

Company culture. Company culture is the living expression of the beliefs and values of a brand. It’s a critical part of the consumer journey, inviting consumers to rally behind the values of your brand and become a part of the mission. When your company culture reflects the mission of your brand, you create a holistic and transparent community that your consumers can become a part of.

What does this look like when done right?

Below are 3 companies that bring their brands to life by leading with culture.

Their Values

• Bringing human interaction back into team communication and collaboration
• Help improve people’s working lives: starting with their own team

Their Winning Culture

• People First Culture: a tech-driven company that realizes its true value is from the people in the organization
• Work Hard, Then Go Home: they value the important balance of work and life, which in turn leads to a more motivated and happy workforce
• Human Voice: The voice of the company overall sounds like the employees — human to human

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Their Values:

• Community events and employee assistance programs
• Environmental friendly practices to reduce their company’s carbon footprint
• "Doing good for their people, their community, and the environment"

Their Winning Culture:

• Employee Management: Recognized by Forbes, New Belgium’s employee ownership and open-book management enable employees to share in the company’s successes and work through the downfalls — together
• Fun Community Events:  Tour De Fat is a celebration that invites the community to get involved with the brand through bicycles and beer.  This annual event raises proceeds supporting bicycle advocacy and local non-profit organizations.
• Environmental Stewardship: New Belgium innovates with the environment top of mind, having just released America’s first certified carbon neutral beer

Their Values:

• Environmentally responsible business practices
• Giving back to the planet by funding environmental causes and startup businesses with environmental missions

Their Winning Culture:

• Reading  "Bottom-Up": When hiring, Patagonia reads resumes bottom-up instead of top-down, getting right to the part that lists interests, activities, and volunteer work. This ensures they’re hiring employees that are passionate about the company’s mission
• High-Quality Products: With their culture at the forefront, Patagonia has developed a reputation for high-quality, outdoor gear that is environmentally responsibly made
• Low Turnover: Patagonia hires people who love the outdoors and adventure, so they fully embrace a flexible work policy. With only a 4% yearly turnover rate, it’s obvious that the people who work for Patagonia love it
  

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With culture serving as their north star, these companies invite their consumers to rally behind their mission, which, in turn, builds brand loyalty and evangelism. How is your culture shaping the perceptions of your brand?

Interested in learning about how you can bring your brand to life through your company culture? Reach out to info@spectaclestrategy.com to explore opportunities.

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