GFA Opinion

Does Company Culture Affect Marketing and Branding?

There is no simple answer to this, but it is important to understand that prospective customers will predominantly believe what your employees believe. 

Company culture can be defined as how employees interact with each other, their beliefs and values, and the decisions they make. This mostly starts with leadership and how they respond to employees and workplace circumstances, and then cascades down to influencing how employees connect directly with customers. 

Employees need to understand and adopt the unique way in which you create value for customers, the points that distinguish your brand from the competition, and the distinct identity through which your company expresses itself — and they must be equipped to interpret and strengthen these to people outside the company. 

Consumers today are more discerning, mindful, and informed about the brands they engage with, and they pay more attention to them. The most effective marketing is authentic, genuine, and driven by core values that your brand adheres to every day. Marketing tells stories, and the most impactful ideas are based on truth. 

Even though the main objective of most, if not all, companies is to generate income, it is equally essential to consider the relevance of social and environmental responsibilities. Pay attention to ways you can make a difference in people’s lives and have a positive impact on the community instead of merely selling products and services. 

RELATED POST: Good Company Culture: Overrated Or Not?

Producing a unique identity and image both internally and externally can be achieved by cultivating a clear, strong, and distinctive brand-led culture. Nurturing your culture and brand in the same way with almost the same guiding force can help you win competing struggles for customers and staff, protect your company from failure, and create an organisation with integrity and authenticity at its centre. Here are some tips to help you achieve that goal. 

  • Start by clearly identifying and communicating your brand’s objectives, and then address any current disconnect between your identity and company culture. 
  • Use marketing tactics that are relevant to your niche to better engage your consumers and communicate your values with them. This way, you can genuinely illustrate what you stand for. 
  • If your brand promotes diversity and aims to be inclusive, you can start by being more conscious of your recruitment practises and encouraging workplace diversity and inclusiveness. 
  • Adopt projects and activities that you can use to effectively and engagingly portray your company culture to customers. 
  • It is also necessary to offer your employees proper employment benefits and a comfortable working environment. This will undoubtedly have an impact on how they interpret the brand to prospective customers, whether directly or indirectly. 
  • Try testing the new products and services and technology with employees first, not just to get feedback that will help you integrate more creativity, but also to solidify some of the existing company values. It would also provide an opportunity for employees to have firsthand experience, learn, and understand the concepts before marketing to customers. 
  • Cultivate an organisational culture of continuous improvement, excellence, and consistency because a strong sense of purpose, commitment, and shared values are essential for a socially or environmentally responsible brand. 

A company with a clear, unified drive behind both their culture and brand will reap the benefits of a focused and aligned workforce. There will no more time and energy wasted on deciding what to do and how to act rather than putting in work. This will definitely help to achieve all the goals set which will include more customers which will equal more sales and more money. 

Silas Ugochi

Silas Ugochi is a Staff Writer and Content Creator at GetFundedAfrica. Ugochi is an educated content writer who relishes using her skills to help GetFundedAfrica's Media Team achieve the goal of sharing the success stories of African entrepreneurs. When she isn't writing articles, she can be found listening to music, reading, or DJing.

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