What is Brand Culture?
In former times consumers had no idea what was really going on inside a company and the company had no real way of communicating directly with the consumer. The only way to talk was advertising.
Times have changed tremendously:
First, we should learn that there is no such thing as a controllable external brand image anymore.
“In a consumer culture people no longer consume for merely functional satisfaction, but consumption becomes meaning-based, and brands are often used as symbolic resources for the construction and maintenance of identity.” ~ Elliott & Davies
Consumers will no longer buy the external brand image we create, but will now try to find out what a brand stands for by probing for their own truth. And at the slightest doubt they will lose trust.
Brands are now created by living internal beliefs inside the company and letting these beliefs drive external communications and consumer experiences.
Second, consumers are no longer satisfied with being entertained by appealing brand advertising. People don`t want an act, they want honesty.
Third, people want a Brand Culture that has meaning, has ethos and worldview.
A people’s ethos is the tone, character, and quality of their life, its moral and aesthetical style and mood; it is the underlying attitude toward themselves and their world that life reflects.
Their world view is their picture of the way things in sheer reality actually are, their concept of nature, of self, and of society. It contains their most comprehensive ideas of order.
Ethos is an understanding of how we should act in the world and ethos is supported by our worldview (picture of how the world really is).
And ethos and worldview differentiate one culture from another.
Fourth, we are now able to choose the culture (the ethos and worldview) we want. We are no longer limited to the traditional choices offered by the culture we are born into. We create our own culture.
Fifth, brands, in order to be relevant to consumers and successful over time, must operate like a culture. They must live culture. This means that, essentially, a company must develop an ethos and a worldview that it wholeheartedly believes in. And it must act in accordance with that ethos and worldview. Every product, every service it offers, every advertisement, statement or website it generates, every business decision it makes – everything must be congruent with that ethos and worldview. Consistency creates trust.
Sixth, it is vital to create a Brand Culture that consumers can enter. If a brand represents an ethos and worldview that are attractive to consumers, they will not only prefer the brand, they will embrace the brand as part of their own identity. They will join the Brand`s Culture and participate in that culture as a way of expressing to the rest of the world who they are and what they believe in.
WHAT WE SHOULD LEARN …
Companies must build a strong Brand Culture that is rooted in the heart of the organization and radiates outward as a natural set of actions based on a common ethos and worldview.
Now you will ask:
And how do we build a Brand or Corporate Culture?
A strong Brand Culture is no random product.
It requires strategic reflections and actions.
It requires commitment of leadership to be intentional in deciding what kind of culture and in the end what kind of brand we lead.
It requires sincere commitment to fully embrace the responsibility for creating a culture worth caring about.
We can assist you and can show you how companies build a unique Corporate Culture that is the basis for the own brand success.
We help businesses to gain clarity and alignment with their Brand and Corporate Culture.
We`d love to talk to you!
Get into contact with us!
My Success as Brand
In 2011 and 2012 I was several weeks no.1 in the Ecademy score ( for blogging, engagement and engaging / among 600.000 network members ).
Read my brand story:
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