Keep in mind that your company’s brand identity is more than just a fancy logo. According to GMS CEO and Founder April Boone, “When it comes to brand identity, think beyond logos and all the places you can put them. Think about your core beliefs as a business or business owner, and how those should transfer to your everyday activities and how you do business.” Two ways to form a stronger business brand identity would be to engage your staff and to have a well-defined culture.
While engaging your employees in your brand identity may be a large project to tackle, it is certainly worth your time and effort. It is a vast topic that will require contemplation throughout your organization. For things such as logos, vision and mission statements, policies, processes and procedures, your brand identity is the interpretation of your values and principles.
By living your business beliefs, your employees will, by extension, also believe in your brand. There is no more important audience to educate than the employees who support that brand. If they don’t accept your brand promise, then why should consumers? Once you start to make sure your business creeds are grasped and upheld by your staff, you will notice that they will positively identify with your brand. One way to achieve this is through communication on a regular basis.
In short, a company’s distinct culture IS its brand. You’ll find your culture creates more impact on your brand than any other factor. A culture that is defined by strength and by being customer-friendly will translate to all other aspects of marketing, organizational structure and more. Two companies that boast a strong culture are Zappos and Google. Zappos is known for outstanding customer service that exceeds the norms of today, which stems from its reputation as being an exceptionally happy place to work. Google is another high-profile company with a distinct culture. It is habitually classified as one of the best companies to work for because its culture promotes idea generation, creativity, and loyalty to the brand. Customers instantly connect with both of these businesses because they believe that they contribute to the success of each.
Do you feel that your company’s brand identity has both employee support and customer loyalty? Sound off in our comments section.