When you define your company’s culture and the brand, do they have the same definition? Are you giving the same experience to your employees that you give to your customers? It’s very important to have the same culture internally as well as externally because your employees are your biggest brand ambassadors. It’s been said that companies with a strong company culture have a less employee attrition rate as compared to the ones who don’t. Also a good company culture results into 31% more productivity from the employees. Now, let’s have an elaborate look as to how a good company culture helps with brand building.

The first and foremost step for a company is to be transparent about their priorities and this can be conveyed properly through the company culture. Employees that are content with their company culture will work on the company’s mission with complete passion helping the company stay in line with their goals, which could be both short term and long term.

A strong company culture includes employee recognition which in other words means communication with your employees about your business aims and objectives in order to give them the assurance that their contribution to the company matters. Every company should have a quarterly Recognition and Reward policy, where there is an acknowledgement and appreciation of the top performers of the company on a consistent basis. The more content the employees, the more productive, passionate and innovative they are with their work.

Trust and transparency is a huge part of a healthy company culture. With honest communication, you have a clear picture of the day to day happenings of the company. When the lower level employees are scared of making mistakes or talking to their superiors, problems will stay undetected till they lead to an emergency. When your employees trust you enough to speak honestly about their shortcomings, it will be easier to deal with them and convert them into strengths that will support the company’s goals.

A company’s culture is directly connected to your employee’s turnover rate, and your employee’s turnover rate is connected to your company’s success. A strong company culture motivates your employees to make extra effort towards their work which in turn leads to higher productivity. It’s difficult to build a brand if there is a constant employee turnover as it’s time consuming to find new employees, train them as per your company structure, not to mention its expensive as well.

Finally, a company culture creates your brand identity. For example, if you believe your brand to be simple and warm, your business development representative will be trained to communicate and connect with the customers accordingly, who will further perceive your brand to be completely approachable. Brands infact do create a unique identity these days in order to get an edge over the competition. And this can begin from your employees itself, the stronger your culture, the stronger your brand identity.

There is no ‘right’ culture. Identify the elements that will help create your required brand identity and accordingly build your company culture. When your company culture and your brand is integrated, you increase productivity, efficiency, quality, customer loyalty and goodwill in the industry that would turn your brand into unique entity that others would like to follow.