The Advantages of Promoting Company Culture as Part of Brand Strategy
A connection to your values can influence purchasing decisions and help cultivate lasting customer relationships
May 27, 2022
What is Company Culture?
Company Culture is a set of shared values that shapes every aspect of decision-making processes and helps the members of the organization easily know how they would be expected to behave in a certain situation. It represents your brand’s identity by creating a proactive and cohesive environment that is communicated with both conviction and transparency.
Building your Company Culture is an exercise that is continually in process as your business scales and employees grow from their experiences.
Why is it Important to Define Company Culture?
The way you define Company Culture shapes both employee and customer impressions of your business. It’s an integral component of overall branding, because it outlines every aspect of your company’s personality in connection with the corporate mission.
For Employees
Alignment with Company Culture keeps everyone unified toward a common goal, leading to a positive employee experience and higher retention rate. The right culture fosters an environment where expectations and procedures are clear, ultimately boosting productivity by removing the need to micromanage people and projects.
As an element of Swit’s own core values, we commit ourselves to a balance between accountability and autonomy, which means respecting each person’s knowledge while providing structured responsibility. Our platform was intentionally built to facilitate transparency, which ensures clear two-way communication between employees and management. With features such as All Tasks for executive visibility and Related Tasks for connecting added context, you can monitor the status of projects independently.
For Customers
People already know what your business does, but a clearly defined Company Culture shows them who you are. Feeling a connection to your values can influence their decision to purchase from you or partner with you for the first time, and can also help cultivate a lasting relationship with an existing customer.
According to a consumer poll conducted by Deloitte, a significant number of people base their purchasing decisions on a company’s purpose, including factors such as environmental impact, employee benefits, and community outreach. A purpose-oriented business is also more likely to see faster growth and achieve higher customer satisfaction.
How to Promote and Sell Company Culture
Branded Content
Whether it’s website text, sales brochures, social media posts, or white papers, all the content you create for your business should demonstrate the Company Culture. By starting the creative process with collaborative brainstorming, you can involve a diverse group in shaping the message that you present to the public.
Choose unique traits that represent your organization’s values, and work together to suggest ideas that highlight these traits. Swit’s Ideation feature creates a dedicated space for collaborative brainstorming that is connected to a specific channel, allowing people to interact and explore more complex subjects in an open environment.
When you involve the entire company in this process, not just the Content or Marketing teams, it helps employees feel valued and builds a sense of community. The ability to search and communicate across workspaces within Swit allows for upper management, team leads, and even HR to interact with multiple departments or office locations as you build these branded materials.
Employee Relations
Employees regularly interact with clients, partners, customers, and vendors, which means they are often the first representative of your brand that a person comes into contact with. When employees are in sync with your Company Culture, they are far more likely to be happy with the work they’re doing - and there’s no better advertisement for a business than enthusiastic employees.
Tabs in Swit channels are a great way to keep important HR documents easily accessible and available to open directly within our platform, so employees always feel they have a clear understanding of procedures. Creating a dedicated HR channel also provides a welcoming, transparent space for feedback and questions.
It’s also important to regularly highlight employee success stories and reward their performance. This keeps everyone motivated to continue working toward shared goals and connected to the company mission. By celebrating milestones and achievements publicly through your email newsletter or social media, you show employees that you are proud of their contributions and you show potential customers that you value your workforce.
Contact us to learn more about how Swit’s collaboration essentials can help build and promote your Company Culture.
Natalie Litofsky, Copywriting Manager
