Brand Buzz: Does Your Corporate Culture Need A Rebrand?
I would venture to say that most businesses put customer/client satisfaction as their number one priority. Now, there’s nothing wrong with priding yourself on your great customer service — it’s conventional and it doesn’t really differentiate your brand — but it can create loyal advocates. And that’s wonderful. But there’s more to having a successful brand than providing quality service for customers. And companies that completely fixate on the making clients happy can sometimes neglect the happiness of their own employees.
Even the most successful companies in the world sometimes need to self-reflect and refocus their efforts internally. This doesn’t necessarily mean that something is “wrong” or “broken,” though. It’s actually a proactive move for management to identify internal morale issues and create a plan to rectify them. It’s called a corporate cultural rebrand and it can help build a better brand from the inside out. Some issues that can create a need for a cultural rebrand are:
- General disconnects between staff and management
- Internal issues between staff
- Age gaps
- Poor communication
- Wants not being met (or even acknowledged)
- Employees who simply want more from their job
If one or more of these feel a little close to home, it might be time to show your people some love by making some changes. Some changes could be as small as quarterly office fun days or as big as a true, multi-dimensional strategy. Either way, the mission should be to develop an internal corporate culture that makes your employees feel as passionate about the company as your clients. It’s about bringing focus to the promise of your company; externally and internally. In doing so, you will strengthen the brand itself — forming an ownership that is based on a strong emotional connection. Once established, this connection will add increased value, both in terms of how it is viewed and how it is considered.
Basically, you want your people to feel invested, connected, and proud to be a part of the team.
In the end, we all want invested employees that have an ownership in what they do, and the company they work for. Fortunately, most staff morale issues are easy fixes, requiring only buy-in and a true desire to apply the same principles of service to your staff as you do your clients.