It’s All About Brand Culture ft. Budgy Smuggler

If you were following the big election day on social media, there is no way you would have missed Budgy Smugglers latest marketing stunt. Chances are you voted next to a bloke exercising his rights to vote without pants and didn’t even question it. At this point seeing people in Budgy Smugglers or Smugglettes in public areas is not only accepted, it’s expected - even on the biggest day of the year for Australia. And we’re not complaining!

A brand so ingrained in our everyday Australian lifestyles, we have to ask, why is the success of Budgy Smuggler so personal and enjoyable for us? I had the pleasure of chatting with General Manager of Budgy Smuggler, Brenden Hartmann on the latest episode of ‘The Moxham Mindset’ Podcast.?

Turns out it comes down to one thing, culture - both within the workplace and worldwide…

When interviewing for a role with Budgy, Brenden is less interested in your experiences - granted, that is important, but more crucially, Brenden “wants to know who you are”. We often talk about putting in the work and building your resume, yet it is important not to overlook your team’s individual personalities. Brenden hires people who love what they do, who are there to endure the hardships of a small, growing business.?

To put it simply, it’s all about soft skills.?

There is an art to choosing your team, people can always be trained but traits cannot always be taught. A brand centred around poking fun, bringing joy and creativity requires a team with similar values and a workplace culture to replicate.?

Budgy’s point of difference is the focus on establishing the brand as a staple to Australian culture. They have embodied the quintessential Australian experience; hot summers, sports, fun splashes of colour and our innate ability to make fun of ourselves. There is no ego or embarrassment. Budgy represents a company of pride and makes an array of clothing items for people who embrace themselves completely.?

Part two of the culture comes into play through the bonds built between customers. To the team at Budgy, it isn’t about money made or spent, it is about the customer. At the end of the day, it is a choice to use more subtle social media campaigns that include Budgy buyers, rather than mass media commercials. By including consumers in an intimate campaign, the customers in turn become an essential part of the brand image and in this case, it’s Australians.?

The customers are equally as valuable as the products and it is by fostering that iconic relationship that Budgy Smugglers has earnt the respect and status of a cultural symbol.?

So there you have it. America has Walmart, Ireland has Guinness, Sweden has Ikea, Japan has Nintendo, and we have Budgy Smugglers.?

If you’re as excited by the success of this small Australian business as I am and want to learn more about building a brand culture, have a listen to our latest episode. Live now on Apple Podcasts, Spotify and more.