Building a succinct brand/culture connection for your organization can be difficult, but the most successful brands match their internal organizational goals with their external brand identities. What this means in the context of brand building is that you first must clearly define your brand identity in order to match your cultural core values to that identity. By pairing your external identity with your internal values, you ensure that “your employees are more likely to make decisions and take actions that deliver on your brand promise.” (Yohn, 2019)
In her article “Build a Culture to Match Your Brand", Denise Lee Yohn simplifies the brand identity process by identifying what she believes to be the nine brand types. She then goes on to identify certain core values that correspond with the higher-level brand types. Which of the nine company brand types does your organization fall under?
Read more here to find out.
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