Culture – a way of life by a group of people. Companies have adopted culture as their own identity: the cool, quirky, fun atmosphere that you can find at some of the top-ranked companies in the world. These organizations gain a reputation in the business world and it really helps market their brand. They use company culture as its own marketing entity, appealing to new and existing customers.
So why do you care? How important is a brand to your company? EXTREMELY. Brands distinguish you from, well … everyone else. It is what separates you from the competition and pulls the customers in. From logos to a shade of meaning, companies market their brands like it is going out of style. Brands are constantly being reinvented through the use of new technology and business efforts.
Let’s take a look into how companies use cultured brands to their advantage in order to market and advertise their promotions, content, and everything in between.
So, of course, we start with Google.
Google brands itself as a fun environment, taking the sluggish typical office and turning it into an adult playground. They have employees who work around the clock just to make sure that employees are happy and taken care of. Sounds like a great place to work right? Well it also sounds like a great company to work with. Happy employees means more production. There is no surprise that Google is ranked as Forbes’ “#2 America’s Best Employers” and “#3 World’s Most Valuable Brands.” They have this cultured marketing thing down pat.
Another notable company, Facebook.
The employees, including president and CEO Mark Zuckerberg, work at open tables throughout their headquarters. They have devised a working environment that allows for much collaboration, leading to an environment of teamwork and support. Zuckerberg has been quoted, “I think it’s been a process over time of building a culture where people think about the mission in the same way that I do.” As a customer, it’s nice to know that you’re working with a team, not single persons working on a project here and there.
Um, you’ve heard of Apple, right?
Apple prides itself on an ideal and innovative culture. They are constantly beating their competition with the newest gadgets and have a reputation of providing durable products. It’s Apple against the world. They have developed a system that captures customers and keeps them for a lifetime. The culture of the company has turned into a way of life for many mobile, technology users. It is hard to turn down the newest, best gadget that has hit the market.
Commercial companies have great company cultures as well, such as Southwest Airlines. If you have ever flown with Southwest, it is no surprise that they are at the top rank of airlines. They are known as a “fun airline.” They make their customers feel welcome, and release some of the anxieties that people may have about flying. Their hospitality is unmatched and their brand definitely shows it. You may even catch a fashion show if you’re flying from Chicago to New York. Now, who wouldn’t love to see that?
Other companies that do a great job of cultivating their brand: Twitter, Chik-fil-A, Chevron, Nike, Walt Disney, Adobe, and Progressive. The list goes on and on. Company cultures have become a looking glass into the business. Personalizing every customer’s experience, providing products and services that rank higher than their competition. It is important, and it is the way companies grow and prosper.
Your turn: Ask yourself: What is our mission? Who is our audience? What do we believe in? What are our strengths? How do we differentiate?
Have you cultivated your brand yet?