Brand Culture | How to Build A Strong Brand Culture

EPISODE 181

CHRONICLE: December 27th, 2024

?

?“We’re here to put a dent in the universe. Otherwise why else even be here?- ”Steve Jobs

?

CHRONICLE INTRO |?

?Welcome to The Visionary Chronicles!

Here, we support you on this journey through leadership, innovation, and the strategies that set Visionary brands apart. Every episode, we delve into what makes companies—and their leaders—succeed, sharing insights to help you on your path to building a sustainable and influential brand.

?Building a strong and sustainable brand culture is a centerpiece of Visionary leaders. They recognize that brand culture is the foundation for long-term success and drives employee engagement, customer loyalty, and business growth. The following are strategic areas where ?visionary leaders focus their efforts while building a sustainable brand culture:

1. Define An Inspiring Brand Purpose

• Why | A compelling purpose unites the organization and provides a reason for being beyond profits.
• How | Identify the deeper "why" behind the brand—what impact it seeks to make on the world. Craft a mission statement that inspires employees and resonates with customers. Ensure every action, initiative, and product aligns with this purpose.

Example | Patagonia’s mission, “We’re in business to save our home planet,” guides every decision they make.

2. Establish Core Values That Drive Behavior

• Why | Core values serve as the moral compass for the brand, influencing decisions and actions.
• How | Define values that reflect the brand’s identity and aspirations. Embed these values into daily operations, from hiring to decision-making. Hold leaders and employees accountable for living these values.

Example | Nike’s value of “innovation” is deeply embedded in its culture, driving product design and marketing.

3. Lead by Example

• Why | Visionary leaders set the tone for brand culture by embodying its purpose and values.
• How | Act as a role model, consistently demonstrating the behaviors and attitudes you want to see. Be visible and engaged in reinforcing the culture at all levels. Share stories of how you’ve personally upheld the brand’s principles.

Example | Steve Jobs’ obsession with design and simplicity influenced every aspect of Apple’s culture.

4. Hire for Cultural Fit and Alignment

• Why | The right people amplify the brand culture, while the wrong hires can erode it.
• How | Prioritize cultural fit alongside skills during the hiring process. Use interviews and onboarding to ensure new hires align with the brand’s purpose and values. Invest in training programs that reinforce cultural alignment.

Example | Zappos hires employees who align with their culture of exceptional customer service and positivity.

5. Empower Teams with Autonomy and Ownership

• Why | Employees are more engaged and innovative when they feel trusted and empowered.
• How | Give teams the freedom to make decisions and take ownership of their work. Encourage experimentation and calculated risk-taking. Recognize and reward contributions that align with the brand’s mission.

6. Maintain a Long-Term Focus

• Why | Sustainable cultures are built on enduring principles, not short-term trends.
• How | Resist the temptation to prioritize quarterly results over long-term impact. Continuously invest in employee development, innovation, and customer experience. Evolve the culture to adapt to new challenges while staying true to core values.

Example | Lego has stayed true to its mission of inspiring creativity in children for decades while continuously innovating.

9. Communicate the Culture Consistently

• Why | Clear, consistent communication ensures everyone understands and supports the brand culture.
• How | Use internal communications to share success stories, reinforce values, and celebrate achievements. Regularly communicate the vision and purpose to remind employees of their role in the bigger picture. Ensure external messaging reflects the internal culture.

Example | Starbucks communicates its community and sustainability culture to employees and customers.

10. Use Storytelling to Strengthen Culture

• Why | Stories are a powerful way to connect emotionally and reinforce values.
• How | Share stories about the brand’s origins, purpose, and impact. Highlight employees’ and customers’ stories that embody the culture. Use storytelling to inspire and motivate teams.

Example | Disney’s culture thrives on its legacy of storytelling, creativity, and making magic for its audience.

11. Integrate Culture into the Customer Experience

• Why | A strong brand culture extends seamlessly into how customers interact with the brand.
• How | Ensure customer-facing employees embody the brand’s values in every interaction. Reflect the culture in the brand’s products, services, and messaging. Align marketing campaigns with the company’s purpose and identity.

Example | Apple’s culture of simplicity and innovation is evident in its products, stores, and customer service.

CHRONICLE | Final Thoughts

Visionary leaders understand that a strong and sustainable brand culture is the foundation for long-term success. It requires consistency, alignment with purpose, and a commitment to living the brand’s values daily.

By empowering employees, fostering inclusivity, and delivering a customer-first experience, leaders can build a culture that endures and sets their brand apart in a competitive marketplace.

?

Stay True, Stay Authentic, be Different, and be Great!

Enjoy the Journey!

Bryan Smeltzer, President

?LiquidMind Inc.

?

#TheVisionaryChroniclesPodcast

#TheVisionaryBrandBook

@LiquidMindsite.com

@BryanSmeltzer.com

?? All rights reserved, Bryan Smeltzer, 2025

?

About |

Bryan Smeltzer is a bestselling author, business executive, and entrepreneur. He has held executive leadership positions in brand business development, multi-category product development, and global marketing at iconic global brands.

Bryan also founded a men's apparel brand and successfully ran it for ten years before selling it to a venture capital firm.

The Visionary Chronicles Podcast

Bryan hosts The Visionary Chronicles podcast, which Feedspot has ranked as the #1 Visionary and one of the Top 50 Marketing Podcasts.

Follow The Visionary Chronicles Podcast | The Visionary Chronicles Sign Up

The Visionary Brand

Bryan is the author of the bestselling book The Visionary Brand,The Success Formula Behind the World's Most Visionary Brands. The book received the prestigious Readers Favorite Award for Best Non-fiction in the Marketing Genre.

Purchase The Visionary Brand book | The Visionary Brand

The Visionary Files

Following the release of his book, Bryan launched The Visionary Brand MasterCourse. Available at TheVisionaryFiles.com, this course features 18 video learning segments, totaling nearly two hours of training to unleash brand leadership potential.

Sign up for The Visionary Brand MasterCourse | The Visionary Brand Course

LiquidMind | Brand Advisory

Bryan is at the helm of LiquidMind Inc., a global brand strategy firm that collaborates with start-ups and established mid to large-cap consumer brands. The company empowers businesses to think and act differently, cultivate passionate cultures, and execute strategies relentlessly.

?Sign up for a FREE Advisory SESSION | LiquidMind Meeting

SESSIONS | One 2 One Advisory

LiquidMind offers bespoke Sessions One 2 One Advisory Services, providing personalized brand guidance through direct sessions with expert strategists. This service is ideal for launching new products or repositioning brands.

?Sign up for a Sessions One 2 One Meeting | Sessions Meeting

Newsletter

Sign up for Bryan's FREE Newsletter | NEWSLETTER

BLOG

Visit Bryan's BLOG Site | BLOG

FOLLOW

Follow Bryan |

-??????? LinkedIn | ?in/bryansmeltzer

-??????? Instagram | @bryansmeltzer33

-??????? X | ?@bryan_smeltzer

Contact Bryan |

-??????? Email | [email protected]