Building a Brand Culture—What Does Culture Actually Mean?

In this blog post, Blaess articulates the meaning of the term "brand culture" based on upon her definition of "culture" and how it shapes society. She also outlines how a business might go about developing a strong brand culture, providing key elements and advantages.

"In essence, culture is the set of learned behaviors, beliefs, traditions, values, norms and artefacts that shape the identity and interactions of a particular community. It shapes how we interpret, experience and relate to the world and people around us and forms a sense of community" (Blaess, 2024).

"Just as culture shapes the identity and interactions within a community, brand culture does the same for a business. Brand culture consists of the values, beliefs and symbols that define how your company operates, interacts with its customers and employees and positions itself in the market" (Blaess, 2024).

Blaess outlines how a business might create an engaging brand culture:

1) Define Your Brand Foundation: "Take the time to define your brand’s mission, positioning, and values. These factors will later influence its personality and messaging. When you are clear on who your brand is, who it’s for and why it exists, you are better equipped to create a culture that actually resonates" (Blaess, 2024).

2) Define Shared Values: "Align the internal values with the values of your audience to create a common purpose and sense of community. These shared values will later guide all decisions and actions of your organization" (Blaess, 2024).

3) Lead by Example: "Brand culture is built from the inside out. Express your brand values in everything you do. Every interaction, communication and decision should reflect your brand’s beliefs" (Blaess, 2024).

4) Create an Internal Culture: "Do your employees know what the brand stands for? Make sure everyone is on the same page. Use your brand voice in internal documents and treat your team the same way you treat your customers. Involving your employees in decision-making can create a sense of ownership in shaping the brand culture. This authenticity builds trust, strengthens loyalty and helps retain employees. This makes it a place where people like to work because they can identify with it" (Blaess, 2024).

5) Build a Distinctive Brand Identity: "Translate your brand foundation into a tangible brand identity. This goes beyond designing a logo and includes choosing brand colors, fonts, a consistent image style and your brand voice. Develop a range of brand assets that work together to deliver a consistent and cohesive brand experience" (Blaess, 2024).

6) Embrace Traditions: "Traditions hold cultures together. You might incorporate them into your branding to create an emotional connection. This could be rituals, stories or events that shape your overall brand experience" (Blaess, 2024).

7) Put People First: "People are at the heart of every culture. Therefore, you should put your customers and employees first. Actively engage them. For example, seek dialogue, encourage them to create user-generated content, conduct surveys and take their feedback seriously" (Blaess, 2024).

8) Adapt: "As the world evolves, so do cultures—and your brand culture is no exception. The landscape in which your brand operates is dynamic, influenced by trends, technology, and shifting norms and market dynamics. To remain relevant and resilient, be open to this change and actively shape your brand culture" (Blaess, 2024).

Review

Some of the most important takeaways from Blaess's articles have to do with businesses fully embracing their brand culture, its stances and perspectives, and sticking to it once a solid culture has been established based on the values each business chooses to emulate. Alongside embracing that culture, businesses must be authentic in their practices, fully committing to the ideal outlined by the brand culture in every interaction and presentation of the company, no matter the scale. It's arguably the same as companies adhering to their branding guidelines – the visuals, colors, fonts, motifs, etc. – specific to their company name or logo. How can this be translated to Ohio's state parks? It's possible that presenting a unified front which communicates the importance of conservation initiatives, uniformly and authentically, across all of Ohio's state parks could be an effective way to drive home this idea to park-goers statewide. If design can be used to implement a cohesive stance on the matter across all of ODNR's locations, how might that reinforce the perspective of protecting the natural environment to park-goers?

References

Blaess, N. (2024, July 24). How to build a strong brand culture—and what does culture actually mean? Nine Blaess. https://www.nineblaess.de/blog/brand-culture/