From the course: Brand Leadership: Building Brand and Culture

What are the benefits of fusing your brand and culture?

From the course: Brand Leadership: Building Brand and Culture

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What are the benefits of fusing your brand and culture?

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- Fully integrating and aligning your brand and culture is more than a nice to have, it produces meaningful, powerful results that advance your whole business. First, fusing your brand and culture increases workforce alignment. It boosts the efficiency of your entire organization and the quality of its outcomes because you and your people don't work at cross purposes or waste time trying to navigate conflicting standards and figure out the right thing to do. Second, brand culture fusion improves your organization's competitive advantage. It enables you to produce intangible value for your customers and your employees that is difficult to copy. Competitors may be able to easily match what you offer but it's much harder for them to copy the unique why and how you do it. It also ensures the authenticity of your brand. Customers are very savvy these days. They want to do business with authentic brands. They seek out and root out brands that live up to their promises and stated ideals. By aligning and integrating your culture and brand, you truly are on the inside what you say you are on the outside and you pass the customer test of brand authenticity. Finally, fusing brand and culture increases employee engagement because you are able to attract and retain people who are motivated by your overarching purpose and who share your values. Everyone who works in your organization is committed to the contribution you want to make to the world and how you want to make it so you can move toward your vision more quickly, easily, and successfully. Consider Amazon as an example. Its highly competitive external brand identity is in perfect sync with its highly competitive internal company culture. As a result, Amazon has developed an efficient, high-performing organization, the highest market share in almost every category, and customer trust. And every day, it is getting closer to its vision of becoming Earth's most customer-centric company. If brand and culture are aligned and integrated at your organization, you set up your company to achieve the brand leadership you're looking for.

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