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How can you maintain brand culture as your company grows?

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Brand culture is the set of values, beliefs, and behaviors that define your company's identity and personality. It's what makes your brand unique, memorable, and appealing to your customers and employees. But as your company grows, it can be challenging to maintain a consistent and coherent brand culture across different teams, locations, and markets. How can you ensure that your brand culture stays aligned with your vision, mission, and goals, and that everyone in your organization lives and breathes it? Here are some tips to help you keep your brand culture strong and vibrant as you scale.

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?? Thalita Gattoni

? Coordenadora de Marketing na Centro Oeste Implementos Randon | Strategy | Data | Brand
Hemanth Vasudevan

VP & Head of Marketing | Branding, Growth Marketing | Ex-Ola | Ex-IBM | Ex-GSK

1 Communicate your brand culture clearly

One of the first steps to maintain your brand culture as your company grows is to communicate it clearly and frequently to your internal and external stakeholders. Your brand culture should be expressed in your core values, your brand story, your tone of voice, your visual identity, and your customer experience. You should also have a clear brand strategy that outlines your brand purpose, positioning, promise, and personality. Make sure that everyone in your company understands and embraces your brand culture, and that you reinforce it through regular training, feedback, recognition, and rewards. You should also communicate your brand culture to your customers, partners, suppliers, and investors, and show them how you deliver on your brand promise.

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Hemanth Vasudevan

VP & Head of Marketing | Branding, Growth Marketing | Ex-Ola | Ex-IBM | Ex-GSK
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Maintaining brand culture as a company grows is a lot of eat, sleep and repeat of the following: Define Core Values & Lead by Example: Establish clear values that Leadership should embody and promote Hire for Fit & Thorough Onboarding: Prioritize cultural alignment in hiring & Immerse new hires in the company culture Empower Employees & Foster open communication: Encourage autonomy aligned with values Feedback and Recognition: Regularly acknowledge and reinforce desired behaviors Adapt and Measure: Evolve while staying true; assess culture regularly Consistent Policies: Ensure policies reflect and reinforce the culture Celebrate Culture: Organize events to reinforce values and celebrate achievements

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Ifedolapo Ojuade, ABMP, MBA

West African Commercial Leader | Strategic Marketing Management | Data-driven Brand Builder | Global Collaborator | Faculty at BMA | I help companies deliver ROI-positive Commercial Programs
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Maintaining brand culture during growth: Clear Communication: Clearly define and regularly communicate core values and cultural norms. Lead by Example: Encourage leadership to embody the brand culture, setting an example for all employees. Integration in Processes: Infuse brand culture in recruitment, onboarding, and employee development initiatives.

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Konrad Pitala

Turning brands into business assets - strategic brand management, creative advisory & consulting.
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Brand culture is how employees act while representing the brand - to influence this, aim to genuinely inspire them. Nothing can beat that. Appeal to people's hearts & minds. Employ storytelling with balanced (but present) emotions, and use strong, logical proof points. Develop a set of internal brand activation initiatives - aim to couple brand message with brand action. Consider reasonable incentives that reward and promote desired behaviours. Close the gap between talking and actions - share practical examples how to live your brand's culture and become a brand champion.

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2 Involve your employees in your brand culture

Your employees are your brand ambassadors, and they play a key role in maintaining your brand culture as your company grows. You should involve them in your brand culture by encouraging them to share their ideas, opinions, and stories, and by giving them a sense of ownership and empowerment. You should also create opportunities for them to interact and collaborate with each other across different departments, functions, and locations, and to celebrate your brand achievements and milestones. You should also foster a culture of learning and innovation, and support your employees' personal and professional growth. By involving your employees in your brand culture, you can increase their engagement, loyalty, and advocacy, and create a positive and productive work environment.

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?? Thalita Gattoni

? Coordenadora de Marketing na Centro Oeste Implementos Randon | Strategy | Data | Brand
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Nem toda marca tem uma boa cultura mas toda marca com boa cultura tem pessoas como agentes semeadores. Isso significa que a cultura precisa estar viva para acontecer, sendo importante alguns elementos, como: pessoas, constancia e comunica??o. Algumas dicas para manter sempre viva a cultura da marca s?o: ?Onboarding apresentando história, miss?o e valores da marca. ?Treinamentos constantes e eventos corporativos sobre entregas e alinhamento de novos objetivos. ?Compartilhamento de histórias de sucesso e reconhecimento de defensores da marca. ?Pesquisa interna de alinhamento, clima e satisfa??o. ?Programas interdisciplinares reunindo habilidades de colaboradores de diferentes setores. ?Caixa de ideias e um canal aberto às sugest?es.

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3 Adapt your brand culture to different contexts

As your company grows, you may encounter different contexts that require you to adapt your brand culture to different situations. For example, you may expand to new markets, launch new products or services, acquire or merge with other companies, or face new challenges or opportunities. In these cases, you should not compromise or dilute your brand culture, but rather adjust it to fit the specific needs and expectations of your new audiences, partners, or competitors. You should also respect and embrace the diversity and uniqueness of the people and cultures you interact with, and avoid imposing or forcing your brand culture on them. You should also monitor and measure the impact of your brand culture on your performance, reputation, and satisfaction, and make improvements or changes as needed.

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?? Thalita Gattoni

? Coordenadora de Marketing na Centro Oeste Implementos Randon | Strategy | Data | Brand
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A mudan?a de cultura de marca pode ser realmente necessária em algumas as situa??es. Seja por motivos internos ou externos, estar atento a "for?a motriz" necessária para movimentar este novo caminho, é um aspecto a ser considerados neste processo. Seja para expans?o, fus?o ou gerenciamento de crise, mudar, quando for necessário, pode significar credibilidade, seguran?a e transparência, tanto para clientes quanto para colaboradores.

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4 Align your brand culture with your actions

Finally, to maintain your brand culture as your company grows, you should align your brand culture with your actions. This means that you should not only talk the talk, but also walk the walk. You should demonstrate your brand culture in everything you do, from your products and services, to your customer service and support, to your social responsibility and sustainability, to your internal policies and practices. You should also be transparent and authentic, and admit and correct your mistakes when you make them. You should also seek feedback and input from your stakeholders, and listen and respond to their needs and concerns. By aligning your brand culture with your actions, you can build trust and credibility, and enhance your brand value and reputation.

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?? Thalita Gattoni

? Coordenadora de Marketing na Centro Oeste Implementos Randon | Strategy | Data | Brand
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"N?o basta ser honesta, tem que parecer honesta". Essa é uma frase popularmente atribuída ao imperador de Roma e faz um interessante comparativo com o tema acima. A transparência e a coerência s?o importantes nas rela??es profissionais. Uma marca deve prezar por valores que possa projetar e manter. Pensando nisso, é importante prezar diariamente por uma boa conduta nas organiza??es, de forma a assegurar a compatibilidade entre o que se propaga e o que se faz.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you maintain brand culture as your company grows?

1

2

3

4

5

1 Communicate your brand culture clearly

2 Involve your employees in your brand culture

3 Adapt your brand culture to different contexts

4 Align your brand culture with your actions

5 Here’s what else to consider

Brand Management

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How can you maintain brand culture as your company grows?

1

2

3

4

5

1 Communicate your brand culture clearly

2 Involve your employees in your brand culture

3 Adapt your brand culture to different contexts

4 Align your brand culture with your actions

5 Here’s what else to consider

Brand Management

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