As a branding and culture expert, I have seen first-hand the powerful connection between a company’s brand and its culture. When these two elements align and support each other, they can create a force that drives success and growth for the organization. But when they are disconnected or at odds, the consequences can be severe and far-reaching.

A company’s brand is the sum of the perceptions, beliefs, and emotions people associate with it. It is the image that the company presents to the world and the promise that it makes to its customers. A strong brand can differentiate a company in the marketplace, create customer trust and loyalty, and attract the brightest talent.

A company’s culture is the set of values, beliefs, and behaviors that define how people within the organization interact with each other and with external stakeholders. A strong culture can foster employee engagement, innovation, and collaboration, leading to increased productivity and profitability. But a toxic or dysfunctional culture can create a negative work environment, drive away top talent, and damage the company’s reputation.

When brand and culture are aligned (and when they’re not)

When a company’s brand and culture are aligned, they can reinforce each other’s strengths and create a virtuous cycle of success. For example, a company with a strong brand that promises exceptional customer service is more likely to have a culture that values and rewards employees who deliver on that promise. Similarly, a company with a culture that encourages innovation and risk-taking is likelier to have a brand that positions it as a leader in its industry.

Conversely, when a company’s brand and culture aren’t aligned, it can create a vicious cycle of failure. For example, a company with a brand that promises high-quality products but has a culture that prioritizes cost-cutting and efficiency may deliver subpar products and directly devalue the brand internally and externally.

Aligning from the top

To ensure that a company’s brand and culture influence work in harmony, starting with a clear understanding of both is essential. This requires conducting a thorough brand audit and culture assessment to identify the strengths and weaknesses of each. It also requires open and honest communication with employees, customers, and other stakeholders to gain insights and feedback on how the brand and culture are perceived.

Once the brand’s and culture’s strengths and weaknesses are identified, developing a plan to align and reinforce them is essential. This may involve changing the culture to reflect the brand promise or revising the brand promise to reflect the culture better. It may also include creating new programs and initiatives to reinforce the desired behaviors and values.

How to align brand and culture

Aligning a company’s brand and culture can be a complex process, but organizations can take several key steps to ensure that these two elements are in sync and supportive of each other.

1. Define the brand promise and values: To align the brand and culture, it’s crucial to clearly understand what the brand stands for and what values it represents. This involves defining the brand promise and the key values that underpin it. The brand promise should be communicated in a way that is simple, memorable, and compelling and should reflect the company’s unique value proposition. The key values that support the brand promise should be communicated throughout the organization and reflected in employees’ behaviors and attitudes.
2. Assess the current culture: The next step is to assess the organization’s culture to determine whether it aligns with the brand’s promise and values. This involves gathering feedback from employees, customers, and other stakeholders to understand perception and where there may be areas of misalignment. It’s important, to be honest and open during this assessment and to take feedback seriously.
3. Identify gaps and opportunities: Once the current culture has been assessed, it’s time to identify any gaps or opportunities for alignment. This involves identifying areas where the culture is not supporting the brand promise or where there are opportunities to strengthen the alignment between the two. For example, if the brand promise is centered around exceptional customer service, but the culture is not delivering this, there may be a need to develop training programs or incentive structures to reinforce the importance of customer service.
4. Develop a plan: Once gaps and opportunities have been identified, developing a plan is important to close the gaps and strengthen alignment. This may involve new strategies, updated employee rituals such as employee recognition and training programs, or changes to the company’s policies and procedures.
5. Communicate and reinforce: Finally, it’s crucial to communicate the brand promise and values throughout the organization and to reinforce them through consistent messaging, brand, and behaviors. This may involve developing communication plans to ensure that employees understand the company values and how they relate to their work.

Aligning a company’s brand and culture is a complex process that requires continuous nurturing, reinforcing culture habits, and a thoughtful plan for alignment at every leadership level. When done well, however, it can create a powerful force that drives success and growth for the organization.