Aligning Culture and Core

The notion of seeking “cultural alignment” with your brand is just as important as recognizing your core and building a strong brand identity around it. Aside from being something that can drive innovation, “cultural alignment” is one of the things that will help keep your messaging authentic. As an entity your company needs to live the brand. The members of your organization need to understand your core value and be able to express it.

Don’t worry if you think they’re not a particularly expressive bunch. You can always have a third party help smooth the rough edges, but you definitely need to make sure everyone in the organization knows what differentiates you from your competitors. That’s not only your core marketing message; it’s a compass for day-to-day business decisions.